The TV network will link with Coca-Cola and AMC Theaters to promote its fall lineup of shows. Every Coca-Cola brand sold in an AMC theater during the next six weeks will come with a 24-page CBS booklet attached to a new beverage lid created by Strategic Integration, North Hollywood, Calif. The cups themselves also will promote CBS.
Summer moviegoers are generally much younger than the average CBS viewer, which makes them a valuable target for the network.
"It's a great way to reach a lot of people who may not be regular viewers of CBS, and thus don't see our on-air promos," said George Schweitzer, CBS exec VP-marketing and communications.
The integrated promotion that will run in about 2,000 theaters nationwide also includes point-of-purchase materials such as box-office signage; 6-foot-tall, free-standing lobby displays; and on-screen slides. The coup de theatre is a 60-second trailer before the feature film begins that stars Ray Romano and the cast of the CBS hit "Everybody Loves Raymond." Mr. Romano and Kevin James, who stars in CBS' "The King of Queens," are featured in most promotional materials.
Another element of the promotion is a national "Grin & Win" sweepstakes featuring a trip to Los Angeles and a backstage pass to the "Everybody Loves Raymond" set.
The Coca-Cola/AMC promo joins two other CBS efforts to get viewers to tune in to the network this fall. One is a promotion on American Airlines, set to begin next month, and the other is a tie-in with Target Stores in September.
"It's a game of contact and impact," Mr. Schweitzer said. "You need an effective combination of both."
TIE-INS MORE TARGETED
Mr. Schweitzer has been a key architect of fall network promotions. But in recent years, the promos have shifted from a broad-based approach to more targeted tie-ins.
"We've really seen an evolution in the promotions," he said. The AMC and American Airlines tie-ins are "very targeted, and the audience is a captive one."
The Target promo, however, is much broader. CBS will distribute millions of fall entertainment guides through the stores to women ages 25 to 49, Mr. Schweitzer