Although Rockstar Games' GTA IV won't ship until April 29, GameStop is kicking its promotions for the anticipated game into full gear this week. Starting today, gamers can go to www.GameStop.com/GTAIV to get full details on the national text-to-win contest, which will culminate with four lucky winners being flown to "Liberty City" (otherwise known as New York City) on April 28 for the chance to open main character Niko's Lock Box.

In addition to getting the all-expense-paid trip to Manhattan for two, $250 in spending money and two gift bags filled with games from GameStop and Rockstar Games, each of the national winners will receive a key to open a box and choose one of 38 unmarked envelopes containing awards from $100 to $10,000. The are a total of $30,000 in prizes, which is the largest ever for a GameStop contest. The gala launch event will take place at GameStop's flagship store at 1282 Broadway Avenue.

In addition to the national contest, GameStop will drop red key chains in select stores in Liberty City from April 1-27, 2008. The unmarked red key chains will direct players to call a local telephone number for further instruction on how to gain access to GameStop's Grand Theft Auto IV launch event. Joseph Heilner, director of marketing at GameStop, took some time to talk about the new contest in this exclusive interview.

GameDaily BIZ: How did the plan for this contest come about and why the text-to-win angle?

Joseph Heilner: We knew this was going to be a major title for us and we began with internal brainstorming sessions several months ago. Our internal planning involved input from marketing, merchandising, PR and the on-line team. The initial mobile concept came to us through our integrated marketing agency, Six Degrees, Inc and from there it evolved with a full team effort that also includes our ad and PR agencies and the Take-Two team. A mobile play is a natural fit for our core demographic. This program reaches our consumers in a world that they actively participate in each day.

BIZ: What role will your GameStop website play in this promotion?

JH: The GameStop website is an integral part to the promotion. They are helping to promote the contest throughout the site and much of the advertising for the contest directs you back to the gamestop.com/gtaiv website where consumers will have a second chance opportunity to enter the contest on-line, learn more about the game, and of course pre-order GTA IV.

BIZ: Can you talk about past contests and promotions and how you see GTA IV faring compared to those?

JH: In addition to kicking-off the GTA IV contest, we're in the midst of a national Super Smash Bros. Brawl tournament. These types of promotions hinge on the release of highly-anticipated titles and it is how we differentiate ourselves from competitors, and give power to the players.

BIZ: What type of midnight openings and other promotions do you see having with GTA IV and how many stores might participate?

JH: GameStop has over 5,400 stores worldwide and the majority of our stores will host a midnight release event. Consumers should call their local store to see if they are participating.

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