Sony and Coca-Cola Put Instant-Win in 100 Million Packages

Sony Computer Entertainment America and The Coca-Cola Co. have launched an instant-win sweepstakes, which will be promoted on more than 100 million packages of Coca-Cola brands.

The promotion, Unwrap the Experience, runs from Nov. 1 through Dec. 31 and prizes includes PlayStation2 computer entertainment systems, the yet-to-be-released PSP (PlayStation Portable) handheld entertainment system, PlayStation2 software titles and a variety of Coca-Cola products.

Consumers look under the cap and inside multi-packs of specially marked packages of Coca-Cola products for a message informing them that they've won.

The sweepstakes is supported by a cinema ad airing on screens across the U.S. from late October through late November; TV and radio ads; outdoor and print ads; P-O-S materials; direct mail and e-mails.

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