MCI Communications Corp. and Kraft General Foods' Crystal Light drink mix hope to slake consumers' thirst this summer in a joint promotion backed by 50 million free standing inserts dropping nationally June 12, plus point-of-purchase displays. Buyers of Crystal Light qualify for 15 minutes of free MCI long-distance calling promoting the company's Best Friends discount plan. Those who subscribe to MCI's general calling plans get a certificate for 1 hour of calling. The promotion, handled in-house by MCI and Kraft, runs through July 17.
Buena Vista Home Video this month initiated an offer for a Sonic the Hedgehog wrist-mounted videogame, supported by national advertising targeting kids in Nickelodeon Magazine and videogaming books. The wrist game is available for $5.99 in a mail-in offer with the purchase of any "Adventures of Sonic the Hedgehog" videocassettes, based on the animated TV series. The offer runs through Aug. 31 and was handled in-house by Buena Vista.
3M Media Networks, Stamford, Conn., producer of magazine ad inserts, sponsors the first National Sense of Smell Day June 11. The effort targeting consumers is themed "Get in touch with your sense of smell." Activities and entertainment will take place at museums, science centers and retail outlets in 13 major cities; a regional print ad in consumer magazines backs the effort. The event supports the Olfactory Research Fund, a scientific organization backed by the fragrance industry. The pro bono print ad was created by Julia Ptasznik, a student at New York's Fashion Institute of Technology.
PetSmart, Phoenix, the No. 1 pet supplies chain, this month begins a partnership with cable TV's Discovery Channel, marking the Bethesda, Md.-based network's first retail tie-in. PetSmart will display the Discovery Channel's environmental and animal-oriented videos, books and other merchandise at in-store shops. Each four to six weeks, Discovery's displays will rotate to promote different cable TV programming. The program was developed in-house by both companies.
Kate Fitzgerald coordinates Promotion Marketing News.