COKE STAGES SECOND “HARRY POTTER” EFFORT
In preparation for the Nov. 15 release of Warner Bros. second “Harry Potter” film, Coca-Cola Co. yesterday kicked off a Catch the Golden Snitch and Win game. Through Nov. 22, regular and caffeine-free Coke Classic multi-packs will contain collectible game cards of “Harry Potter” characters. Consumers who find the Golden Snitch on cards receive either a $5 movie certificate or win one of 10 trips to London. Bottle caps on half, two, and three-liter bottles also carry prize messages.
“Harry Potter” themed packaging and P-O-P displays support, as do national TV and radio spots via McCann-Erickson, New York City. Games and additional opportunities to win prizes are featured at livethemagic.com.
Similar promotions kicked off last week across Coke’s Minute Maid Coolers and Juicers. Through Dec. 31, 10-pack Coolers cartons will carry an instant-win game offering one of two additional trips to London for four, a House Cup Party (similar to the one in the book), and $20 reward cards good at various retailers. Through Dec. 15, 12-ounce bottles of Minute Maid orange and apple juices will have under-the-cap messages for one trip for four to London (with a House Cup Celebration Dinner) and other prizes such as “Potter” Lego sets, and $5 movie certificates. Consumers can receive a limited-edition Lego mini set by collecting three proofs from 12-oz. apple and orange juice bottles, plus $1 in shipping and handling. Consumers can play for more prizes at livethemagic.com/coolers. Momentum North America, St. Louis and Atlanta, handles all of the efforts.
Separately, Coke taps its longtime partnership with Atlanta neighbor Delta Airlines for an on-pack offer for the holidays. Beginning Thanksgiving week, 12-packs will carry coupons for $25 off any Delta ticket. Coke will run the offer on 350 million packages across nine brands. “Delta wants to influence passengers throughout what Delta calls ‘the travel ribbon,’ from the time they book a ticket until they arrive at their destination. We can be there along the way,” says Mike Jones, Coca-Cola managing director-national consumer programming. Consumers can use the coupons January through June.
