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Video-rental chain Blockbuster and Coca-Cola have announced
a multi-million dollar, five-year global marketing and product
alliance.
The
global alliance builds on a distribution agreement the two
companies have had since 1995, an official release states.
Financial terms were not disclosed.
Blockbuster
will continue distributing Coca-Cola products in up to 8,000
Blockbuster stores worldwide. Under the expanded agreement,
Coca-Cola will purchase media assets and incentives from
the home entertainment provider. The agreement also includes
provisions for promotions in America.
From
spring 2002, Coca-Cola will purchase space in the video
company's marketing resources, including the in-store television
network and direct mail, point-of-sale coupon system.
The
first national campaign, the "Steal the Scene" promotion,
launches this week, the release states. It features an instant-win
game on more than 90 million specially- marked packages
of Diet Coke. Additionally, the promotion will extend to
customers purchasing Coca-Cola at concession stands at more
than 1,400 US movie theaters.
The
grand prize is a star-treatment trip to Los Angeles with
a walk-on movie role. Other prizes include Club Med vacations,
DVD players and a year of free DVD rentals at Blockbuster,
digital cameras and free diet Coke product the release states.
A
new Diet Coke television ad entitled "Casting Call" has
been developed to support the promotion. The ad is a continuation
of the successful Diet Coke "Poetry" campaign that debuted
in February. There is both a 30-second television spot and
a special 60-second version for in-cinema use.
The promotion will also be supported by print and electronic
media, including the Blockbuster Entertainment Network and
direct mailers, as well as special packaging and point-of-sale
materials.
Blockbuster
is a publicly traded subsidiary of Viacom. It claims to
currently have long-term partnerships with brands including
Coca-Cola Company, AOL Time Warner, Daimler Chrysler, H&R
Block, MCI and Panasonic.
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