POST-APOCALYPTIC POP
Cherry Coke’s first movie tie-in leads Titan A.E.’s marketing charge.
Atlanta-based Coca-Cola Co.’s Cherry Coke brand takes its first-ever theatrical plunge this month with a tie-in to Twentieth Century Fox’s animated sci-fi film Titan A.E.
Twenty million packages of Cherry Coke are carrying an instant-win game designed with a high-tech theme in mind. Gamepieces are seeded under caps of specially marked Cherry Coke 20-oz., one-liter, and two-liter bottles, and inside 12-packs. Products contain either instant-win prizes or a game code, the latter of which sends consumers to cherrycoke.com to enter the code and see if they’ve won. P-O-P including shelf-talkers and cooler decals feature sci-fi images and futuristic graphics.
Prizes include portable recordable Mini Disc players, digital cameras, two-way radios, MP3 players, and Global Positioning System (GPS) devices. Apparel freebies include T-shirts, denim tops, and bags.
Hyperlinks from the Titan A.E. Web site at afterearth.com direct cybersurfers to the Cherry Coke Web site. The Internet overlay lets Fox and its partners reach the targeted teen/tween audience “in a different way, encouraging the kind of non-traditional interactions they value,” says Cherry Coke brand manager Katie Sullivan.
Internet partner IGN.com, an entertainment Web site, will help get the word out. The site will set up a co-branded Titan A.E./Cherry Coke portal and offer downloadable screensavers and links to other sci-fi/entertainment URLs.
Titan A.E. chronicles a group of humans who survive the end of civilization on Earth.
