Diet Pepsi Game Awards ‘Movie Bucks’

Posted on by Chief Marketer Staff

Diet Pepsi is out with an under-the-cap promotion that offers players “Movie Bucks” good toward admission to a movie.

The 10-character codes appear on 2-liter bottles and inside the cartons of 12-packs and 24-packs of Diet Pepsi products, including Diet Pepsi, Caffeine Free Diet Pepsi, Diet Pepsi Wild Cherry, Diet Pepsi Lime, Diet Pepsi Twist, Diet Pepsi Vanilla and Pepsi One. The promotion runs through June 30.

Each code is worth a specific number of Movie Bucks. Players go to where they can register and sign in to set up a personal account. (Registration requires a Yahoo account). Entered codes credit the account, and once enough Bucks are collected they can be redeemed for a movie ticket at a local theater online or by mail. The purchase of one 2-liter Diet Pepsi earns one Movie Buck, a 12-pack gets the player two and a 24-pack earns three Movie Bucks.

To get the ticket online, participants click on a link to Fandango, enter a ZIP code and a list pops up of theaters in that area. Players pick a theater and print the ticket. Tickets redeemed by mail are valid for one admission up to $12.

The home page of the dedicated Web site appears as a movie theater box office, with “Now Playing: The Diet Pepsi Box Office Promotion” and “Diet Pepsi Takes You to The Movies” aglow in big letters on the two-sided marquee. A variety of click throughs offer everything from “Attack of the Popcorn Screensaver (Do you want butter with that?)” to details on the promotion and a place to order the tickets.

One link goes to the movie trivia game Scene It? The DVD Game, where participants can play the game. Last October PepsiCo put a new spin on its in-theater movie trivia program by adding visual content via a marketing partnership with Screenlife LLC, the creator of Scene It? The DVD Game. Scene It? is a combination traditional board game paired with visual content from a DVD. Players answer questions based on visual puzzles and clips from the DVD or game cards as they move around the board. The 12 different versions of the game are focused around movies, television, sports and music.

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