Dr Pepper/Seven Up Teams with ‘Two Towers’
This summer, Dr Pepper/Seven Up is pulling in seven of its soft drink brands for a promotion linking its new online auction site with the DVD release of New Line Cinema’s The Lord of the Rings: The Two Towers.
“Lord of the Rings”-themed bursts will run on hundreds of millions of 12-ounce cans, 12 packs, 20-ounce bottles and 2-liter bottles of 7 Up, Diet 7 Up, Cherry 7 Up, dnL, Sunkist Orange Soda, A&W Root Beer and Canada Dry Ginger Ale from late August through September. Consumers collect points from the product to bid on Rings collectible merchandise at www.liquidloot.com, the site for the Plano, TX-based company’s consumer loyalty program with eBay (Feb. 26, 2003 PROMO Xtra). Once there, visitors can enter a sweepstakes dangling a trip to New Zealand where the trilogy was filmed.
“It’s a very large-scale promotion that touches key retailers,” said Lance Still, executive director of promotions for Los Angeles-based New Line Cinema Home Entertainment. The exact release date of the video has not been determined yet, but it will most likely be in August. New Line has yet to announce its consumer packaged goods partner, but Verizon Wireless returns as a partner for the “Two Towers” DVD release and for the “The Return of the King” theatrical and DVD releases.
P-O-P displays and print ads support. Zipatoni, Chicago, handles for Dr Pepper/Seven Up.
