Starz's Promo: Just Add Milk

Cable World,  Sept 8, 2003  

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Byline: Shirley Brady

Starz Encore Group has been thinking outside the box by marketing its premium programming with a Starz on Demand Jeep, which pulled into Insight's Covington, Ky., market last weekend, enabling locals to test-drive subscription video-on-demand service.

Now Starz's marketing group is thinking on the box with its "Hollywood and Starz!" promotion, created in partnership with Ralston Foods.

The leading manufacturer (with 60% of the market) of store-brand cereals is touting on its cereal boxes a $12 savings on Starz! for new Starz Super Pak subscribers.

The campaign sweetens the deal with the chance to win a trip for four to Hollywood including airfare, hotel accommodations for three nights, a two-day pass to Universal Studios and $500 spending money.

Participating grocers, including Winn-Dixie, Western Family, Surefire, Sunny Select and Shop'n'Save, select two adult or kids cereals for the promotion, with 13 cereal categories - from Apple Dapples to Sugar Frosted Flakes - eligible.

"This has passed our expectations quite nicely," says Starz SVP of affiliate marketing Miles McNamee of the response from RalCorp's accounts, with four to six retailers projected to participate and eight signing up for the first-time partnership. "It also builds on our momentum in extending the Starz presence into nontraditional venues."

The promotion is starting this month and continues through March.

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