Coors is teaming up with “Complex,” a new young men’s magazine, on a summer promotion for the brewer’s Zima brand.
Starting July 1, music CDs produced by “Complex” will be available as a gift with Zima purchase. Zima product packaging will feature a code that can be plugged in at www.zima.com to redeem the CDs. More than 30,000 CDs will be available.
“Complex” will also produce a custom publication for Zima called “Start Your Night,” featuring articles on music artists, style and nightlife. More than 150,000 guides will be available at select retailers selling Zima.
The promotion builds off of Zima’s “Start something” print campaign running in Complex. FCB, San Francisco, handles.
Introduced last year, “Complex” is a bi-monthly with a rate base of 300,000. Clothing company Ecko Unlimited produces the magazine.
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