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Kodak Launches Pirates Promo, Sweeps

By May 31, 2006

Eastman Kodak Co. has all guns blazing for its mega-promotion around one of the summer’s most anticipated films, Pirates of the Caribbean: Dead Man’s Chest. The company has prepared a host of movie-themed promotions and sweepstakes prizes.

Kodak is kicking off the promotion with a number of offers good for a free ticket to the film, which opens nationwide July 7. Starting June 1, consumers can receive one free movie ticket by making a $20 purchase at Kodak EasyShare Gallery at KodakGallery.com.

At retail, consumers who buy $30 worth of inkjet paper or two Kodak color cartridge and photo paper kits (40-count) are also eligible for a free movie ticket. To qualify, consumers must enter their information online at KodakPirates.com. Consumers can download and print their movie ticket on the Web site, which also includes movie trailers, behind-the-scenes footage and games.

In addition, Kodak will launch an online sweepstakes, the Photo Treasure Hunt that asks consumers to send in a three photographs of something gold, something from the sea and a personal treasure. Consumers then follow clues for a chance to win Kodak merchandise or one of nine grand-prize trips for four to Disneyland.

Eric Mower and Associates’ Atlanta office developed the concept and handles creative. EPrize, Pleasant Ridge, MI, handles the sweepstakes.

“Summer is such a big time for Kodak and taking pictures,” said Nicole Rose, management supervisor for EMA. “This was just a way to keep [Kodak] products out in the forefront of consumers minds.”

The Kodak promotion runs through July 31. Print ads in Ebony, Entertainment Weekly, Hollywood Life, People, Premiere, Redbook, Rolling Stone, Seventeen, Teen People and Us Weekly, online materials, radio spots and P-O-P support. Kodak plans to build buzz around the promotion via marketing teams in shopping malls. An FSI will drop June 18 promoting the sweepstakes in 45 million newspapers.

In a separate sweepstakes, Kodak’s retail products will drive consumers to KodakPirates.com for a chance to win instant prizes and nine grand-prize trips to Disneyland. Winners who receive the Disneyland trips will have a chance to win $50,000 in gold through a Disney-sponsored sweepstakes at Disneyparkpirates.com.

Brands including McDonald’s, M&Ms and Kellogg’s are among other marketers set to release promotions tied to the film over the next month.

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