BP’s “A Little Better Game”, a tie-in to the upcoming Walt Disney Co. release, Hannah Montana: The Movie, is trying to lure kids into the stores while their parents pump gas.
The campaign provides a scratch-and-win game card to consumers who present a receipt for at least five gallons of gasoline to the store’s clerk, according to a report by Instoremarketer.org.
The game’s prize pool contains film-related incentives including autographed merchandise, CDs, DVDs and a trip for four to the movie’s premiere. Other rewards include $2,000 in BP gift cards (billed as "Gas for a Year"), $500 store gift cards and a $5,000 cash prize.
The program is being advertised on the gas station’s pump toppers and outdoor signage and is running from March 4 to May 5. The film, based on the popular Disney Channel TV show, debuts April 10, 2009.