The promotion, which has been negotiated by Lime Communications, offers consumers points through unique on-pack codes which can be banked online for rewards. Prizes include day trips and audio books of the film.
Additionally the partnership will be promoted through advertorials, radio, and an integrated TV campaign running until the end of the month. The film also features product placement of Pedigree products.
Marley & Me launches on 11 March and stars Owen Wilson and Jennifter Aniston. It is about a couple who buys a naughty puppy and the chaos that ensues.
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