KODAK AND BLOCKBUSTER CHECK OUT NEW CROSS-PROMOTION
By Adnews Staff
Kodak Canada Image Check member stores and Blockbuster Canada have teamed up in a new cross-promotion designed to increase brand awareness and traffic for both companies. The cross-promotion is targeting the 25-49 age group, a target audience shared by both companies, and runs from February 21 to March 31, 2000. As part of the promotion, customers will receive a coupon for 15% off the purchase price of any roll of Kodak Royal Gold Film when they rent any movie or game from Blockbuster. During the same time period, entry forms at participating Kodak Image Check member stores will offer consumers the chance to win one of five JVC DVD players or one of 50 Blockbuster gift cards valued at $100. Consumers will also receive a coupon for $5.00 off the membership fee of the Blockbuster Rewards loyalty program when they get their film processed at Kodak Image Check member stores. Over 300 Blockbuster and Kodak Image Check stores across Canada are participating in the cross-promotion, which is being supported with in-store signage and point-of-purchase materials in both Blockbuster and Image Check stores. A direct mail campaign to Blockbuster Rewards members will also be advertising the promotion. All promotional materials were created by Toronto-based Marketing Drive Worldwide Canada, formerly Impact/FCB. In addition to the cross-promotion, until February 2001, Blockbuster Rewards members will be offered a second set of print for just $0.99 when they show their Rewards card at any Image Check location. PR for Kodak Canada is handled by Hunter LaVigne Communications of Toronto.