Vitro Wins Redbox Instant by Verizon as Streaming Battle Looms

Beta Testing Expected to Begin in Next Few Months

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Redbox Instant by Verizon, the streaming video service that 's expected to compete with the likes of Netflix and Amazon, named Vitro as its agency of record.

The agency, part of MDC Partners, will be responsible for all creative for the introduction of the service, spanning traditional media, digital, social media and events. Redbox Instant is expected to begin beta testing in the next several months.

"As an insurgent brand in the entertainment industry, Redbox Instant by Verizon is thrilled to work with Vitro," Amy Gibby, CMO of Redbox Instant by Verizon, said in an email. "From the beginning, they impressed us with a great history of growing brands with creative and disruptive marketing strategies that challenge category leaders."

Vitro pulled out of the pitch for Cablevision's relaunch of the Optimum brand earlier this year because of a conflict.

Redbox and Verizon have not described details such as pricing for the streaming Redbox service, but plan to offer a package combining digital access with Redbox's physical DVD kiosks.

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