McCain Foods Canada has begun a social media promotion in support of its McCain Rising and Thin Crust Pizza product lines. The promotion, developed by Hip Digital Media of Toronto, takes the form of a digital loyalty program at <http://www.mccainmovies.ca>. Consumers who purchase one of approximately three million specially-marked pizza packages can use the site to receive a free Warner Bros. movie. The campaign also includes national television advertising and in-store materials. "Engagement is the new marketing, and what better way is there to engage a family than to offer them a family movie night," said Baris Karadogan, CEO of Hip Digital. "Our exciting concept unites two of Canada's favourite brands for the enjoyment of Canadian families."