CLIENT: McKesson HBOC.

AUDIENCE: There were two mailing segments. Segment one was for 4700 general McKesson employees. Segment two was for 300 'high level" executives who received complimentary tickets to the Sundance Film Festival in their mailer.

ACTION: Recipients were instructed to pack & bring their popcorn box & trivia challenge card to the event. Attendees' boxes were filled with popcorn. Health care & movie trivia qualified attendees to win branded premiums and Sundance Film Festival tickets. All correctly answered Horizon Homecare trivia challenge cards entered attendees to win a Fujitsu touch laptop.

RESPONSE: 80% of those solicited packed and brought their popcorn box & trivia challenge card to the booth to redeem for prizes.

DESIGN DETAILS: The invitation mailed in a transparent cellophane bag containing: a printed mail panel, collapsed popcorn box, invitation, trivia card, & Sundance Film Festival promotion. A popcorn die-cut containing the trivia card information poked out of the top of the popcorn box to create dimension & intrigue.