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MagiCan
MagiCans were special, mechanical cans used by Coca-Cola in the United States of America as a part of their $100-million "Magic Summer '90" promotion.〔Bernice Kanner, (The Other Summer Games ), ''New York Magazine'', June 15, 1992, accessed April 16, 2013.〕 The MagiCan promotion began on May 7, 1990 and ended on May 31.〔Marc Rice, (Coke Ending "MagiCan" Promotion Because of Bad Publicity ), Associated Press, May 31, 1990, accessed April 16, 2013.〕
In this promotion, some Coca-Cola cans had cash prizes or gift certificates inside instead of Coca-Cola. The prizes were spring-loaded to pop out once the can was opened, lifting the prize into the opening. The prize would either be money, from $1 to $500, or coupons redeemable for trips or merchandise. The total giveaway of cash and prize coupons was $4 million. The original plan was to randomly distribute about 750,000 MagiCans among the 200 million cans of Coca-Cola Classic in circulation at any one time.〔Anthony Ramirez, (Problems Pop Up in Coke Promotion ), ''The New York Times'', May 24, 1990, accessed April 16, 2013.〕 To make the cans feel and weigh normal, and prevent people from easily finding the prize cans, a sealed area within the cans was filled with a mixture of chlorinated water and foul-smelling ammonium sulfate to discourage drinking.〔〔 Though initially a great success, leading to a rise in sales, technical difficulties led to the promotion's early termination.〔
==History==
Coca-Cola first announced the "Magic Summer '90" campaign in March 1990 by sending MagiCans containing money to journalists. Some journalists wrote that it was questionable for a big corporation to mail cash to reporters.〔 The campaign continued without the MagiCans, giving away tickets to the sponsored New Kids on The Block's Magic Summer Tour and distributing "MagiCups", which were paper cups with peel-off prizes on the exterior used for fountain drinks at fast-food chains and other fountain outlets.〔(Coke Cans A Snakebitten Promotion ), ''Newsweek'', June 10, 1990, accessed April 16, 2013.〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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