Haagen-Dazs is teaming up with SHOWTIME to bring new network subscribers a limited time-only treat. The two companies are teaming up to
bring viewers the perfect evening at home, combining the best in premium
television with the best premium ice cream.

Beginning in October, when new subscribers sign up for SHOWTIME and submit three monthly cable or satellite bills, they’ll receive a
book of coupons good for 12 pints of Haagen-Dazs ice cream – a pint a month for a year.

“These two brands represent quality, indulgence and escape,” says Rick
King, Showtime vice president of promotions and partnership marketing.

Ice cream is not only ranked among the top foods that people enjoy eating
while watching television, its wide appeal crosses all demographics including
age and gender.

The timing was also right. Because the brand is viewed as a holiday treat,
Haagen-Dazs sales spike in November and December, during the height of the
SHOWTIME fourth quarter acquisition campaign.

Showtime Networks will support the acquisition campaign through cross-channel acquisition spots to run on cable and satellite systems. The campaign
will also be supported through customizable direct mail and electronically
with banners and customizable HTML emails.

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