In Demand wants viewers to sit down with some chips as they watch movies this
summer.
Cable's pay-per-view and video-on-demand purveyor is teaming up with The Hain
Celestial Group Inc.'s Terra Chips on a rebate offer.
Breaking in July and continuing through October, Hain Celestial will feature
an on-pack consumer promotion linking in-home snacking with on-demand
movies.
Stickers on 7.5-ounce Terra Chips bags -- 600,000 of them -- will call
attention to a $4 rebate offer (limit of three rebates per household). The offer
will be promoted in free-standing newspaper inserts and point-of-sale displays,
according to Hain Celestial vice president of snacks marketing Adam Levit.
"We're confident this partnership with Terra Chips will drive new customers
to order movies-on-demand from their local cable operator," In Demand director
of strategic partnerships and promotions Olivia Scott said.
In Demand will also update its annual 'Mega Movie' affiliate campaign in the
months ahead. The multifaceted campaign -- with television, radio, online,
print, telemarketing and direct-mail elements -- will tout an incentive enabling
subscribers that purchase at least two Mega Movie titles via PPV or VOD to
receive $10 in "Movie Money" to put toward future orders.
The campaign breaks June 13, although it will be fully implemented in July,
when such titles as Catch Me if You Can, Die Another Day and
Two Weeks Notice become available.
Operators representing 14.5 million digital-cable subscribers (including 4.2
million VOD subscribers) are committed to participate, In Demand vice president
of affiliate marketing Jim Dettman said.
He added that the digital-subscriber count is double any previous Mega Movie
campaign, and the promotional effort will include 5 million direct-mail
pieces.
