Valpak Debuts Mail, Online 'Scooby-Doo' Campaign

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Scooby-Doo, where are you?


He's on 50 million Valpak coupon mailers that begin arriving in households this week to promote Warner Bros. "Scooby-Doo" movie, which premieres June 14.


The outside of the envelope contains a color photo of the "Scooby-Doo" cast and a teaser to information inside about a sweepstakes. The grand prize is a trip to Los Angeles, a VIP tour of Warner Bros. Studios and a "Scooby-Doo" makeover. Other prizes include Scooby-Doo prize packs, which contain posters, T-shirts and mugs.


Recipients are encouraged to register for the sweepstakes at www.valpak.com or return an entry form inside the Valpak envelope. Recipients also can go to www.scoobydoo.com or to America Online keyword Scooby-Doo, where they are linked to the Valpak site for entry.


Cox Target Media, Largo, FL, producer of the Valpak mailers, has partnered with other movie studios over the past few years. It launched a promotion with 20th Century Fox for "Ice Age" earlier this year and also partnered with 20th Century Fox for "Dr. Dolittle 2" last year.


Cox director of promotions Rosemary Perras said family movies are a good match with the Valpak mailers because "we are able to hit the target audiences for these feature films, which are families with kids. We have the numbers they are looking for in terms of box office success.


"We are very considerate of the types of films that we feature on the outside of the Valpak envelope. We wouldn't do any teen-age horror flick or anything R-rated."


Sweepstakes reminders in Valpak.com's e-mail newsletter, which goes to 750,000 people, will support the effort. Television advertising will drive people to the Valpak mailers and to Valpak.com for details on how to win.


In addition, Valpak franchises are offering Dairy Queen stores the chance to advertise inside Valpak with a special Scooby promotional insert featuring local Dairy Queen offers. Dairy Queen is a partner of Warner Bros. in other "Scooby-Doo" promotions.


Perras said Cox is in negotiations with another studio for a movie scheduled for release in December. The company also is meeting with major film studios this month to discuss planned 2003 releases.


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