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 with Hain Celestial'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," said In Demand director of strategic partnerships and promotions Olivia Scott.
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
Operators representing 14.5 million digital-cable subscribers (including 4.2 million VOD subscribers) are committed to participate, said In Demand vice president of affiliate marketing Jim Dettman.
He added that that digital-sub count is double any previous Mega Movie campaign, and that the promotional effort would include 5 million direct-mail pieces.