Sony announced plans to create "one of the largest" marketing campaigns in Hollywood for the October 30, 2007 release of the DVD. Beginning with a partnership with Papa John's, Sony printed close to 8.5 billion impressions for pizza boxes, television, radio, and online ads. Sony also worked with Pringles Potato Crisp, Blu Tack, Jolly Time Pop Corn, and Nutella. Sony's Vice President of Marketing, Jennifer Anderson, stated the studio spent approximately 15% to 25% of its marketing budget on digital ad campaigns; from this, Papa John's sent text messages to mobile phones with ads. Anderson stated that there would be three sweepstakes held for consumers, where they would be able to win prizes from Sony and its promotional partners.