Diet Coke to promote Film Fest weekend

Coca-Cola Great Britain is to build on its links between Diet Coke and the film industry with a Diet Coke Film Fest promotion that will encourage UK customers to vote for their favourite movie of all time.

The public will be asked to vote via a &£1.5m through-the-line campaign that includes television, press and online advertising and on-pack activity breaking this week. The winning ten films will be shown at cinemas in the UK during a Film Fest weekend in September.

Voters can register online at dietcokefilmfest.co.uk or via text and each voter will be entered into a draw to win tickets to the Film Fest screenings.

Part of the promotion involves a Coca-Cola tie-up with home entertainment rental store chain Blockbuster. Each of the 50 films on the Diet Coke shortlist will feature in a Blockbuster Gold Collection. The chain will allow customers to rent three films from the shortlist for &£5 and keep them for seven nights.

Each of the Blockbuster titles will have Diet Coke Film Fest branding and the chain will support the promotion with its in-store magazine and direct mail activity.

Lowe has created the TV and print advertising, while Draft London has devised the online activity.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here