FOX'S BIGGEST PROMO LINKED TO 'SIMPSONS': PEPSI BEVERAGES, SUBWAY, KODAK READY SEPARATE EFFORTS FOR SHOW

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Fox Broadcasting Co. is putting its biggest promotional push ever behind one of its prime-time shows, drafting Pepsi-Cola Co., Subway Sandwiches & Salads and Eastman Kodak Co. for separate efforts linked to the long-running animated hit "The Simpsons."

Heading the marketing assault: Pepsi-Cola in late August kicks off a program encompassing the company's Lipton Brisk, Mug root beer and Slice. It will feature a watch-and-win sweepstakes tied to "The Simpsons' " September season premiere.

The grand prize: a real-life replica of the Simpson family's animated house.

Pepsi-Cola's commitment is not tied to buying any airtime on Fox. TV spots touting the promotion and the involvement of the Pepsi beverages will be created by the TV network.

Fox and Pepsi-Cola declined to comment. TLPartnership, Dallas, handles promotions for Pepsi-Cola.

The Pepsi-Cola/"Simpsons" program also involves other divisions of Fox, including Fox Interactive, which is launching a new "Simpsons"-related product this fall, tentatively titled "Virtual Springfield."

PART OF MUCH LARGER EFFORT?

It's possible the plan may end up part of a much larger effort, involving other shows and other promotion partners, united by a single unifying promotion concept. But Pepsi-Cola's involvement is said to be tied exclusively to "The Simpsons."

Subway plans a multitiered "Simpsons" promotion offering a kids meal including various action-figure premiums. One has the Simpson family's portly pop, Homer, inside a doughnut.

That program is slated to run from Sept. 18 to Oct. 13. From Sept. 1 through Oct. 12, Subway will offer a value meal targeting teens and adults. If consumers "Homer-size" their meal by purchasing a 32-ounce Pepsi-Cola brand beverage and another large-size food item along with their sandwich, they will get a collectible "Simpsons" cup.

SEPARATE PEPSI TIE

The Pepsi-Cola tie with Subway's "Simpsons" promotion is independent, and not an extension of its own program.

It's not known if Subway will back the promotion with advertising from agency Hal Riney & Partners/Heartland, Chicago.

Kodak is said to be using Simpson family characters in a fall promotion for its new video-imaging online service, currently available through the company's Web

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