Cocktail creates Matalan partnership for LOVEFiLM

A Cocktail Marketing product story

Edited by the Marketingweek Marketplace editorial team Apr 15, 2008

Cocktail Marketing has created a six-month marketing partnership for LOVEFiLM, the online DVD rental and movie download company, with clothing store Matalan.

Matalan is the UK's leading family retailer with more than 200 stores nationwide.

The partnership with Matalan entails rewarding all Matalan card holders with a free GBP10 e-voucher to spend online at LOVEFiLM.com on the newly launched retail part of the site.

The partnership started on 8 April.

Matalan is promoting the partnership with: point of sale in all stores at till point and in other in store marketing; rotating banner on the Matalan home page of the website; promotional page on the Matalan website; rotating banner in Matalan weekly emails sent to 720,000 database.

An additional communication strategy to promote Matalan's cardholder scheme to include coverage in the monthly mailer (sent to more than 4 million people each month).

Paul Greenwood, Partnership Marketing Manager for LOVEFiLM, said: "Matalan is a great family brand partner for LOVEFiLM.

"Partnership marketing is a highly cost-effective way to drive online rentals to several key target audiences through these lifestyle focused partnerships that provide the perfect environment to target potential customers".