Seagram's, In Demand Set Yuletide Promo

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Seagram's Ginger Ale has joined forces with In Demand to support "Ho Ho Home Movies" — a holiday-season promotion designed to drive pay-per-view and video-on-demand.

The multipart campaign aims to bolster awareness of PPV and VOD, and ultimately boost movie-buy rates from Oct. 15 through Jan. 31, the companies said.

Among the film titles available during that span: Lord of the Rings: The Fellowship of the Ring; Changing Lanes
(starring Ben Affleck and Samuel L. Jackson); The Time Machine
(with Guy Pearce); and High Crimes
(starring Ashley Judd and Morgan Freeman).

The promotional offer from The Coca-Cola Co. unit — positioned on 12-packs of Seagram's Ginger Ale, and behind the label of two-liter bottles — is a $4 movie pass. In addition, In Demand will support the promotion with television, radio and print advertising.

The companies did not indicate the total value of their advertising and promotional support.

"We think that [the Seagram's Ginger Ale brand's] retail presence will help us broaden our exposure," In Demand vice president of marketing and promotions Gregg Rothberg said last week.

For the beverage, the promotion "allows us to tie-in with a popular activity and encourage our consumers to stock up and make Seagram's a part of those moments with friends and family," said the brand's senior marketing manager, Elayna McKenzie.

In Demand director of strategic partnerships and promotions Olivia Scott indicated that more such promo linkups are in the works.

"We're thrilled that Seagram's is the first of many such promotional opportunities," she said.

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