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So cool: Ice bags to buzz up 'Psych' USA puts ads for the show in coolers Aug 3, 2006
Color images of the show appeared on 500,000 ice bags sold in convenience stores, gas stations and liquor stores across the top 10 markets. The show premiered on July 7. According to Jolene Matthews, event director at Max Custom Media, which organized the promotion, it got the summer crowd's attention. “Ice was a great way to hit the target audience during summer months,” she says. “We really wanted to hit people at lifestyle touchpoints, whether they’re going to the beach or having a barbeque. It’s something they can take home with them.” Matthews says the bags cost about $0.08 apiece and were distributed free to ice companies in targeted areas. The USA promotion was readied in about two weeks, though she says it was a squeeze. She thinks the ice bag ads could work as well for liquor, beverage and food marketers. “It’s also great for entertainment,” she says, “because it’s reaching people while they’re entertaining themselves.”
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