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.

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