It’s been ten years since the last Men in Black movie came out. Like the first one, it was a smash hit, so retailers are tripping over themselves to launch promotions based around the third one, due out May 25. Baskin Robbins is cashing in on the trend with a number of different promotions, including a foursquare-based sweepstakes where the winner will get a trip to New York for the premiere of Men in Black III.
Baskin Robbins fans can register for the promotion by visiting checkin.baskinrobbins.com, which points to an app on their Facebook page. After authorizing your account, each foursquare (or Facebook) check-in you make at a Baskin Robbins store will count as an entry into the sweepstakes (up to three a day).
The grand prize is a trip to New York City for the world premiere, including JetBlue airfare, hotel, premiere tickets and $1,000 cash. Instant winners will receive MIB3 movie tickets and Baskin Robbins gift cards. The contest runs through the end of May, but the premiere trip portion ends May 15.
By checking in, you’ll also earn badges (Baskin Robbins badges, not foursquare ones) as your move up the MIB3 ranks. You can share them with your friends on Facebook and Twitter.
This sweepstakes is powered by Placepunch, a division of Atlanta-based Silverpop that creates location-based promotions and analytics tools for location-based campaigns. They’ve previously created similar promotions for Baskin Robbins sister company Dunkin’ Donuts. Unlike those promotions, this one includes a very nicely-done mobile website that allows customers to sign up right in the store, eliminating the requirement that they know about and sign up for the contest in advance of their visit.
On top of the contest, Baskin Robbins is launching several new products that tie in to the movie, including Pink Surprise Cake, Lunar Cheesecake ice cream, Lunar Lander and Agent 31 sundaes and the Triple Mocha Cappuccino Blast beverage.
What do you think of the promotion?