Pepsi Soars with Superman Returns Sweeps
PepsiCo. is rolling out a mega promotion tied to Warner Bros. Pictures’ Superman Returns, dangling a cash prize of $1 million.
Consumers get in the crime-fighting action as part of the promotion, which asks them to catch villain Lex Luther online for a chance to win the cash prize. Starting June 5, consumers can enter 10-digit codes found on 12-, 24- and 36- packs of Pepsi canned soda, on two-liter bottles and 12-packs of Fridgemate Aquafina products online at http://www.DailyPlanet.com. Consumers can also send codes by text message to short code PEPSI (74774).
When consumers enter their codes online, flash animation will appear on the interactive Web site and possibly reveal Lex Luther’s whereabouts. The Pepsi code will also let consumers sample Electronic Arts’ Superman Returns video game due in stores June 28.
Participating brands include of Diet Pepsi, Pepsi, Caffeine Free Diet Pepsi Mountain Dew and Sierra Mist. Pepsi will specially brand its cans with Superman’s “S” shield to further promote the movie.
Pepsi will award instant-win prizes of $10 checks, Mattel Superman toys and games and Electronic Arts Superman Returns video game. One grand-prize winner will walk away with $1 million. The grand-prize drawing will take place July 17. The sweepstakes runs through July 16. Online materials, P-O-P and packaging support.
In Superman Returns, the superhero returns to Earth after visiting Planet Krypton to save the world from evil and to reclaim his lost love, Lois Lane. The film opens nationwide June 30. To further boost the film’s opening weekend, racing icon Jeff Gordon will drive a special Superman-branded NASCAR Nextel Cup race car in the Pepsi 400 race in Daytona on July 1.
TracyLocke, Wilton, CT handles in-store components and the NASCAR deal; Tribal DDB, New York City, handles online components and Davie Brown Entertainment, Los Angeles, coordinates entertainment ties for Pepsi.
For more on Superman Returns promotional partners, see the June issue of PROMO magazine.
