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PlayStation, Coke Co-Star in Movie Spot

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LOS ANGELES A cinema ad combining a holiday promo of Sony PlayStation properties and Coca-Cola breaks today nationwide via major movie theater chains, said the senior promotions manager for Sony Computer Entertainment America.

The 60-second cinema spot, created by Interpublic Group's Fitzgerald & Co., a Coca-Cola roster shop in Atlanta, uses characters from five popular PlayStation games and Coke graphics to kick off a national campaign that runs from Nov. 1 through year's end, said Janeen Anderson of SCEA, Foster City, Calif. The effort also includes a Fitzgerald national 30-second TV spot, radio ads and print for game publications. "Drink Coke. Win PlayStation" is the tagline in the cinema spot, which runs through November.

Anderson said that it is the first national promotion SCEA has done with the Atlanta-based bottler, though the companies teamed for a regional promo involving the NCAA Gamebreaker title.

"The partnership came about because Coke wanted to expand their reach during the holidays," said Anderson, noting that Christmas is easily the game company's biggest selling season, and for Coca-Cola it is second only to summer. "They were focused on our brand and on being more relevant."

"It's not a typical promotional spot," said Anderson. "It fuses the brands together to promote the partnership and it was cooperatively developed to use Coke assets and our characters."

SCEA will gave away thousands of PS2s and software titles, as well as hundreds of the PlayStation Portables, which will not be released in the U.S. until the end of March, 2005. The Cinemark theater chain will extend the national promo with a Coke-and-popcorn combo program.

SCEA spent $100 million on advertising in 2003, per Nielsen Monitor-Plus.