• PROMO Magazine , Monday, May 29, 2006 1:30 PM

Pepsi fans who can find arch villain Lex Luthor in an online game could win $1 million. It's all part of a new promotion from the soft-drink marketer tied to Warner Bros. Pictures' new movie, "Superman Returns." Starting June 5, consumers can enter 10-digit codes found on a wide range of Pepsi-Cola products online at a special Web site. When consumers enter their codes online, flash animation will appear on the interactive Web site and possibly reveal Lex Luther's whereabouts. The Pepsi code will also let consumers sample Electronic Arts' "Superman Returns" video game due in stores June 28. Participating brands include Diet Pepsi, Pepsi, Caffeine Free Diet Pepsi, Mountain Dew and Sierra Mist. Pepsi will specially brand its cans with Superman's "S" shield to further promote the movie.

Read the whole story at PROMO Magazine »