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Blockbuster, Coca-Cola Strike 5-Year Marketing Deal

Blockbuster and the Coca-Cola Company announced a multimillion-dollar, five-year global marketing and product alliance yesterday.

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.

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