Two of the planet’s marketing mammoths, Coca-Cola and Viacom-owned video and DVD retailer Blockbuster, have inked a five year cooperative deal claimed to be worth ‘multimillions’ of dollars.

The twosome will work together on various US and overseas promotional campaigns, while Coke will air ads via Blockbuster’s instore video systems and participate in its direct mail shots and point-of-purchase voucher promos.

Stateside, a national campaign, Diet Coke-Blockbuster Steal the Scene, rolls-out this week with an instant win game featured on over ninety million promotional packs of the beverage. It will also run at Coca-Cola concession booths within 1,400 movie theatres. The promo is backed by a 30-second TV commercial for Diet Coke, with an extended version playing in movie houses. Print and web media are also harnessed.

The alliance, built on the foundation of an extant distribution agreement, will extend globally to many of Blockbuster’s 7,900 stores – 2,600 of which are sited outside the US in the Americas, Europe, Asia and Australia.

Data sourced from:; additional content by WARC staff