Dr Pepper Weaves Multichannel 'Spider-Man' Promotion

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Dr Pepper said yesterday that it will begin its 2002 nationwide marketing campaign in mid-April with a tie-in to the May 3 release of the "Spider-Man" movie.

Fifty people will have the chance to win the grand prize of a trip for two to an "exclusive, insider" party in New York. The promotion also will offer instant-win opportunities for items such as Spider-Man T-shirts and caps, video libraries, movie tickets and 12-packs of the soft drink. The contest will come in the form of an on-pack consumer promotion.

Dr Pepper will invest several million dollars in national television advertising to support the promotion. The advertising is scheduled to run as network 30-second commercials and 10-second promotion tags.

There also will be full-page print ads in People Magazine and Marvel Comics, Internet banner ads and a special Web site within www.drpepper.com.


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