Boxing fans in Denver will find that if they buy a Pepsi
12-pack, they'll shave $5 off the purchase price of the Oscar De La Hoya-Julio Caesar
Chavez pay-per-view bout later this month.
Tele-Communications Inc.'s system there has partnered
with the regional PepsiCo Inc. bottlers on the copromotion -- the first for the two
companies, but not the last.
"We're also looking for partnership opportunities
in the future," said David Bocks, vice president, sales promotion for Thomas &
Perkins, the ad agency that represents both companies. He indicated that TCI and Pepsi
could ally in other markets.
Pepsi was interested in the partnership because it gives
the beverage-maker a value-added promotion in the "Cola Wars" during the hot
late summer, he said. The 12-packs, which retail for $2.99 to $3.99 at this time of year,
bear coupons for the PPV discount.
To make the redemption process easy, the coupon directs
buyers to an 800 number serviced by Telvue, TCI's automatic-number-identification
vendor, explained Chris Temple, PPV-product manager at TCI's corporate office.
Orders called in to that number are automatically credited
with the discount. Orders that generate errors, such as ones from homes without
addressable boxes, are immediately transferred to customer service for completion. That
way, the cable operator does not have to audit coupon returns, and it can get a quicker
fix on the performance of the Sept. 18 event by running a report off the ANI system.
"This [copromotion] will give us great exposure.
Everybody goes shopping," Temple said.