Play.com and Red Stripe enter partnership

Cocktail Marketing, the UK partnership marketing agency, has created an on-pack partnership promotion between Play.com and Red Stripe Beer to tie in with the music festival season.

The partnership promotion, running on pack and in store for 12 weeks from the end of June, sees Play providing 10 Sony Bluetooth sound systems, 1000s of free CDs and money-off vouchers for every entrant.

Red Stripe has provided the grand prize of week's holiday on a Gibson Tour bus in USA.

The tie-in is a perfect way to create excitement between the two synergetic brands.

It provides added value to Red Stripe customers while reinforcing its credentials.

Red Stripe heavily supports grass-roots music, whilst simultaneously driving traffic to Play.com and highlighting the site as an ideal place to buy sound systems and CDs in the major multiples, cash and carry and independent retail sectors.

Red Stripe will be communicating the on pack promotion up to 2 million packs including, six-pack and four-pack can and bottle shrink-wraps.

The packs will be distributed to Tesco, Asda, key cash and carries and Spars nationwide.

Red Stripe will also support the partnership through branded POS in all cash and carries in order to raise awareness of the on-pack promotion among independent retailers.

The competition communicated on Red Stripe packs will drive consumers to www.redstripe.net and from there onto the dedicated landing page, www.play.com/redstripe for winners to claim their prizes and discount voucher.

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