New York — The Who’s Roger Daltrey and Pete Townshend kicked off the launch of the band’s live in-concert DVD box set during an event here last week, sponsored by Samsung, which is offering the box set free this month and next as part of a promotion.
The three-disc set is free to consumers who buy any 23-inch or larger flat-panel or DLP TV or any HTiB system. Consumers who buy Samsung 1,080p DLP HDTVs or 720p 61-inch DLPs get the box set plus an HD/up-converting Samsung DVD player.
The box set contains a live 1989 performance of the rock opera “Tommy” and a live version of Quadrophenia from The Who’s 1996-97 tour. Additional concert footage and interviews with Daltrey and Townshend are also included.
The offer will be promoted via a cross-media campaign the following:
• Banner advertising on approximately 400-plus Web sites, with contests for signed merchandise and other prizes;
• National full-color newspaper advertising running now through November;
• In-store point-of-purchase counter cards explaining the promotion with tear pads for redemption;
• And retailer advertising in circulars, online and other media.