Top-rated radio stations in 60 markets nationwide will award 2,500 customized collectible phone cards with the "Batman & Robin" silhouette image from the film on the card face. Each card includes 10 free minutes of domestic long distance calling value.
Sixty radio partners, including WKQX-FM in Chicago and WBCN-FM in Boston, will launch the promotion in conjunction with special advance screenings around the nation beginning June 12th. Listeners will be encouraged to call in to win the MCI "Batman & Robin" phone cards along with free screening passes. Winners will be selected at random.
Additionally, MCI PrePaid(R) has secured exclusive licensing rights to five new character images of the film cast: Mr. Freeze, Batman, Robin, Poison Ivy and Batgirl. These collectible "Batman & Robin" PrePaid(R) cards are for sale at retailers nationwide, and can also be ordered by calling 1-800/283-1305.
"MCI PrePaid(R) is excited to help promote one of this summer's most anticipated movies," said Jeff Lindauer, general manager, PrePaid Markets at MCI. "'Batman & Robin' collectible MCI PrePaid(R) cards give consumers a piece of movie memorabilia with a practical purpose -- long distance calling."
To further support the cross-promotional efforts between the studio and MCI, the film's Web site (www.batman-robin.com) has a hotlink directly to the MCI Home Page (www.mci2000.com), thus driving Batman's Internet traffic to a site where they can order the cards, available June 20.
"Batman & Robin," the fourth movie in the Batman film series, boasts an all-star cast including Arnold Schwarzenegger, George Clooney, Chris O'Donnell, Uma Thurman and Alicia Silverstone. "Batman & Robin" opens nationwide June 20.
Today, 7-Eleven is the nation's number-one retailer of phone cards, having sold more than 8 million 7-Eleven Phone Cards in the past two-and-a-half years.
"7-Eleven had a clear vision of just how large this product category was going to be, as well as the ability to position itself as the leader because of its 5,000-plus outlets in the United States," says James Robinson, a leading industry lecturer on licensed phone cards and partner in the sports licensing and consulting company Alliance Consulting. "Today, 7-Eleven is the undisputed retail leader in the $1 billion-a-year industry that it played a major role in creating."
The convenience store chain's strategy for introducing the new product was to tie the cards with professional sports figures from basketball, baseball and football on 15-minute Collector Series Phone Cards without charging a premium over its regular cards.
"We knew that people hadn't heard of pre-paid, long-distance phone cards, but they had heard of Troy Aikman, Cal Ripken Jr. and Frank Thomas," says Chip Sones, category manager for 7-Eleven Phone Cards. "By tying these sports greats to our phone cards through our Collector Series, we sparked the interest of first-time consumers who gave them a try in record numbers."
The strategy worked. 7-Eleven Phone Card sales increased an average of 250 percent during each period that collector cards were available, according to Sones.
The newest 7-Eleven Collector Series, available in stores June 1, features two cards celebrating the 50th anniversary of Jackie Robinson's historic step as the first African American to don a Major League Baseball uniform. The Jackie Robinson Phone Cards are the first Collector Series cards to be issued by the company in a 5-hour denomination.
Additionally, the convenience store chain released its second Major League Baseball Collector Series Phone Cards on June 1 in 30-minute denominations.
Under the agreement, MCI will provide a complete range of advanced services including network transmission; platform services; 24 hour-a-day, seven day-a-week multi-lingual customer support and marketing materials. In addition, MCI will print and package the cards for Shell. MCI will also design the unique retail point-of-sale displays. Financial terms of the agreement were not disclosed.
"What better place to distribute high quality MCI PrePaid Calling cards than the home of the best selling gasoline," said Jeff Lindauer, general manager, MCI PrePaid Card Services. "In selecting MCI PrePaid, Shell has ensured that users will receive a reliable product with a high quality network and outstanding customer service."
On the front of the Shell/MCI phone cards is an image of the NASCAR Busch Series racecar that displays Shell as one of the sponsors. The cards are available in three denominations 15, 30 and 60 units. The 15 unit cards can be purchased for $5, the 30 unit cards for $10 and the 60 unit card costs $20. One unit is equivalent to one minute of domestic long distance calling at any time to anywhere in all 50 states, Puerto Rico and the U.S. Virgin Islands. The Shell/MCI phone cards can also be used abroad for calls to the U.S. International usage rates vary by country.
"Shell is always looking for ways to create quicker and easier ways for our customers to get the products they need," said Sam Morasca, vice president of marketing Shell Oil Products Company. "The Shell/MCI phonecard is a perfect addition to our stores, offering our customers a fast, convenient way to purchase competitively priced long distance telephone service."
Popular in Europe since the mid-1970's and in the Far East since the early '80's, prepaid calling cards entered the U.S. market in the early 90's. A $1 billion market in the U.S. in 1996, the growth of prepaid cards has been in excess of 25% annually. Some industry analysts predict that the U.S. prepaid calling card market will reach $2.5 billion by 2000.
"This Father's Day Call Your Dad For Free with a 15-minute Collectors Edition phone card. Just purchase one of these great products: Cobra 1500 25-Channel Cordless phone, Casio PhoneMate 725 Cordless Caller ID phone, Nortel 9516 Voice-Announced Caller ID Answering Machine --- or sign up for one of these great services and get a FREE phone card... (various services/upgrades listed including internet access). Offer good through June 15, 1997 or while supplies last."
The card pictures a Dad and his child fishing, has 1997 at the upper left and "Father's Day Prepaid Phone Card" across the bottom with the GTE logo. This appears to be an offer from the GTE Phone Marts -- the only number listed is for the store located at the Loreto Plaza in Santa Barbara, Calif. -- 805-687-4473.
Packs will have s suggested retail of $6.50 each. There is no indication of the $7,000 and $700 PC's have the same or different images or if they are numbered.
From: Andrew Henderson
Until Next Week (and Happy Father's Day!),
Alan
2) Direct e-mail. Send a message to: phoneline@cardmall.com
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