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PALM TARGETS BACK-TO-SCHOOL SET

Promotions Feature Tie-in With Sitcom 'Malcom in the Middle'

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NEW YORK (AdAge.com) -- Palm today kicked off a back-to-school promotion with partners PepsiCo's Pepsi-Cola and News Corp.'s Fox network, along with price reductions on select models of the portable digital device.

The promotion, running today through Sept. 9, offers a $20 mail-in rebate on the Palm m125 handheld and a sweepstakes for a chance to win a grand-prize trip to Hollywood to visit the set of the Fox sitcom Malcolm in the Middle. Additional prizes include Palm and Pepsi merchandise.

The offer targets

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middle-school-age children and their parents and is part of Palm's drive into the mainstream consumer market.

The likenesses of Malcolm, played by Frankie Muniz, and his mom, played by Jane Kaczmarek, will appear on Pepsi packages, retailer inserts, in-store signs and tear sheets. Pepsi will also air radio advertising supporting the promotion.

Palm, which is spending $5 million to $8 million on the offer, is backing it with e-mail marketing and online advertising on Yahoo!, CNET and 30 other online venues. Partner retailers such as RadioShack, Target and Best Buy will feature the promotion in their circulars.

AKQA handles Palm advertising; online is handled by Aegis Group's Carat Interactive, both San Francisco.

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