Build-A-Bear Workshop Drives Traffic with Sweepstakes

In-store signage helps promote Build-A-Bear Workshop's latest sweepstakes.

Build-A-Bear Workshop is driving store traffic with a sweepstakes tied to the DVD release of “Alice Upside Down,” offering the chance to win a trip to Los Angeles.

People who visit stores in the U.S., Canada and Puerto Rico through Jan. 28 can enter the “Star in Training” sweepstakes. One grand-prize winner will receive a trip for two Los Angeles to attend a VIP screening of the movie and visit with a cast member. The prize also includes a professional dance lesson or a meeting with an acting coach and a party in a Build-A-Bear Workshop store with the cast member.

Entry forms can be found at http://www.buildabear.com.

The promotion also includes an incentive: People who make an in-store purchase between Jan. 11 and 13 will receive a free download of the title song from “Alice Upside Down.”

The film tells the story of Alice McKinley, an 11-year-old girl who has just moved to a suburb of Washington, D.C., with her father and brother. The DVD is slated for a spring release.

The company is promoting the sweepstakes on its Web site, with storefront signage, in its newsletter and via e-mail blasts. Build-A-Bear Workshop handles the sweepstakes internally.