News

Coinstar hopes to cash in with Mary-Kate and Ashley

March 25, 2004

BELLEVUE, Wash.-Coinstar Inc. is going to Hollywood by way of the Big Apple.

The leader in self-service coin-counting has struck a deal with Warner Bros. Pictures to promote the May 7 release of the new movie, "New York Minute." It stars the twins that nearly all teen-age girls seem to idolize: Mary-Kate and Ashley Olsen.

According to a press release, Coinstar customers processing at least $10 in change at company kiosks from April 19 through May 30 will get a sweepstakes entry to win a grand prize trip for four to New York City. The trip will include a $1,000 shopping spree, Broadway tickets and a city tour.

Also, customers will get a chance to win one of 3,500 other prizes, including Mary-Kate and Ashley products or "New York Minute" memorabilia such as gift packs, CD soundtracks, hats, T-shirts and posters.

"Coinstar's high traffic visibility in more than 10,000 U.S. supermarkets, combined with their customer base of teens and parents, make this a unique opportunity for Warner Bros. to provide added value to our New York Minute movie experience," said Erin Corbett, senior vice president of National Promotions, Warner Bros. Pictures.

Warner Bros. and Coinstar seem to be pulling out all the stops to promote the film.

Joint marketing efforts include promotional signage installed on Coinstar machines; advertisements on national cable networks MTV, ABC Family and Nickelodeon; radio advertisements in top markets; and print and online advertising with America's two largest teen publications, Teen People and Seventeen.

"This promotion is designed to showcase the added value that Coinstar brand coin-counting brings to teens and parents when they turn their loose change into cash or groceries," said Gretchen Marks, vice president of marketing for Coinstar Inc. "Partnering with Warner Bros. Pictures and the hottest teen superstars shines a spotlight on our popular youth and family-oriented products."

The action comedy follows 17-year-old sisters Jane and Roxanne Ryan on a romp through the streets, subways and sewers of Manhattan during one memorable day.