Blockbuster, Coca-Cola Strike 5-Year Marketing Deal
According to the two companies, the deal will build upon an agreement that the two companies have had since 1995 in which Blockbuster distributes Coca-Cola products in 8,000 Blockbuster stores worldwide. The new agreement calls for national promotions each year between the two companies.
Beginning this spring, Coca-Cola will buy space in the video company's marketing resources -- including the in-store television network and direct mail, point-of-sale coupon system -- to reach Blockbuster's millions of active members.
The two companies also have agreed to partner on several national marketing campaigns to either drive Coke sales at Blockbuster or provide out-of-store exposure for Blockbuster.
The first national campaign, the Blockbuster & Diet Coke ``Steal the Scene'' promotion, launches this week and features an instant-win game on more than 90 million specially- marked packages of diet Coke. Additionally, the promotion will extend to customers buying Coca-Cola at concession stands at more than 1,400 U.S. movie theaters. The grand prize is a 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.