Global Spectrum and McFarlane Toys are teaming to offer concertgoers at five venues the chance to win a set along with a pair of concert tickets.
The promotion is part of Global Spectrum's effort to explore more creative marketing tools, while McFarlane Toys is seeking to expand its customer base.
"This is a way to draw attention to our venues," Global Spectrum COO John Page says. "Traditional forms of advertisement aren't having the same impact they used to."
Page also notes that because consumers enter the contest online (through each venue's Web site), the promotion will enlarge Global Spectrum's database.
One winner will be randomly selected through each site, and prizes likely will be distributed at the venue the day of each MÖTLEY CRÜE show.
The action figure set is based on the band's 1983 Elektra album, "Shout at the Devil", and features members Vince Neil, Tommy Lee, Nikki Sixx and Mick Mars. The set is available at select retailers for $50-$60.
McFarlane has official league licenses to create toys for the NFL, MLB, NBA and NHL, and is known for its horror/fantasy and film lines.
Global Spectrum and McFarlane Toys have explored promotional giveaways before. Global Spectrum worked with a number of its venues last year to give away copies of BON JOVI's CD "This Left Feels Right: Greatest Hits With a Twist" and the group's boxed set, "100,000,000 Bon Jovi Fans Can't Be Wrong!" Island Records released both sets.
Rachel Carasso, promotions manager for McFarlane Toys, says that previous deals with Clear Channel Entertainment and Ozzfest have proved to be successful.
"We've made figures of KISS for years and have worked with Clear Channel to offer giveaways at their venues," she says. "This past summer, we debuted our second Ozzy Osbourne figure and worked closely with Ozzfest."
The MÖTLEY CRÜE sets will be given away at the Wachovia Spectrum in Philadelphia (March 4); Kemper Arena in Kansas City, Mo. (March 15); Veterans Memorial Coliseum in Des Moines, Iowa (April 11); John Labatt Center in London, Ontario (April 26); and the Budweiser Events Center in Loveland, Colo. (May 1).