MUMBAI: New Line Cinema has struck an overall promotional alliance with Samsung Electronics in the US. The two-year non-exclusive pact, the first of its kind for Samsung, launched with an integrated online promotional campaign for New Line's film The Notebook.

The agreement encompasses product placement, theatrical and home entertainment promotions. It allows both partners to take advantage of a wide range of marketing and promotional assets to reach consumers at a national and grassroots level. As part of the alliance, Samsung will lend its promotional support to New Line through a variety of avenues, leveraging Samsung's strong online presence across a broad assortment of consumer and trade sites.

New Line will incorporate Samsung products into its films. It will also offer exclusive content for promotional use across Samsung's media outlets, as well as provide access to consumer friendly marketing tools such as private screenings, promotional premiums, and DVDs.

The partnership kicked off with The Notebook Live Your Dreams sweepstakes. It generated more than 300 million consumer impressions through Samsung's online advertising on a combination of high-traffic and demographically relevant sites including NYTimes.com, USA Today.com, and People.com. The sweepstakes launched on 6 June and runs till 11 July. Winners receive Samsung merchandise as well as a grand prize trip to a New Line Hollywood premiere.

After The Notebook promotion finishes, the alliance will continue with promotional campaigns for upcoming New Line films including After the Sunset, King's Ransom, Wedding Crashers, Monster-in-Law, and The Man.