Optical Express is combining direct marketing and in-store promotion to encourage youngsters to take up the opportunity of the free eye test, while promoting the film.
A direct mail campaign targets three different groups -- 67,000 children under nine years old and 10- to 16-year-olds, plus 100,000 parents. The drive offers the chance to win a 'Spy Kids' adventure holiday, tickets to the film and an 'SK3' goody bag.
The offer will also be promoted in 145 Optical Express stores throughout August and will include PoS material.
The drive, developed by the Communications Agency, also offers 3D glasses, needed to view the film, which ties in with the offer of the free eye tests.
The film is due to be released in the UK in August and stars Sylvester Stallone, Salma Hayek and Antonio Banderas, alongside Alexa Vega and Daryl Sabara as the two children.
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