MUMBAI: Sony Entertainment Television's movies and events channel Max will premiere Lucky...No Time for Love on 22 October at 9.00 pm. To promote the property, the channel has launched a consumer-driven, viewer-interactive, 2525-based contest called 'Get Lucky'.
 
Commenting on the marketing initiatives of Lucky, Max EVP & business head Albert Almeida says, "The DHL Presents 'Get Lucky' Contest is yet another marketing effort that builds a buzz around a big movie Premier like Lucky by involving the viewer and rewarding them for it too. The response till date has been overwhelming with close to half a million entries being received in under a week. This is the highest response for any movie based contest on Max or any channel in the genre."
 
 The campaign consists of an on-air spot and is backed by an extensive outdoor and print campaign across three key markets - Mumbai, Kolkatta and Ahmedabad. This campaign includes an extensive van campaign (across 30 cites and towns) and will be fuelled via Radio, the internet and the channel's short code 2525, the release adds.

To take part in the 'Get Lucky Contest', viewers have to SMS "LUCKY" to 2525. By doing this, the participant will get a question to answer, and if he answers correctly, he gets a "Unique Number". To know whether his number is lucky one he needs to watch the premiere. To increase his chances of winning, he could keep SMSing lucky to 2525.
 
Every day one lucky number wins a mobile phone and 100 others win attractive prizes that will be announced the next day on Max during the primetime movie band.