Duane Reade looking to create "added value" with exclusive offer for loyal customers as well as generate excitement in select Manhattan stores

Coca-Cola wanted to leverage borrowed equity of legendary show in fully integrated offline/online promotion with key retail partner (250+ stores)

ELEMENTS

Unprecedented "Buy 3 Get 1 Free" ticket offer plus free show CD

Prominently featured in store circular (circulation 2.5M/week), beverage aisle shelf talkers, register POS and in-store radio (chain traffic 6.8M/week)

WPLJ prerecorded promotion spots/giveaways plus email blast to 100K+ fan base

Cast appearances in 5 Manhattan stores supported by WPLJ street teams

Integration into promotion areas of Duane Reade/Chicago the Musical sites

Dedicated PR push by Coca Cola in-house team/outside agency targeting b2b publications

RESULTS

Terrific press in cross-section of local/national b2b publications, aided by timeliness of terrific offer in difficult economic times

Total promotion rate card value in excess of several hundred thousand $ in addition to promotional radio/events budgets