Amarula invited its fans to experience the glitz and glam associated with the premium international film awards, the 2010 Oscars. In April 2008, it launched the Amarula Oscars competition for one lucky consumer and partner to experience a glamorous five-day Oscar red-carpet treatment in Hollywood, LA. To enter, consumers purchased a bottle of Amarula and either SMSd or completed the entry card on the bottle.
The competition drive included eye-catching point of sale material in both the on-con and off-con environment, which resulted in 15,378 entries.
The prize includes exclusive entry to “The Envelope Please” a star-studded event with satellite broadcast direct from the Oscars, a VIP behind-the-scenes tour of Universal Studios, a guest list entry to Hollywood's hottest bars and restaurants, a spa pamper session and a personal hair, make-up and clothing stylist, as well as boutique shopping at the famous Beverly Centre.
