New Line Cinema and The Coca-Cola Company teamed up to promote the theatrical release of SEX AND THE CITY with a contest. To enter, participants purchased a specially marked bottle of Diet Coca and texted the bottles bar code number, participants first and last name and postal code to the designated phone number. Four grand prize winners each received a diamond necklace and twenty eight first place winners received a diamond bracelet. The promotion ended June 29, 2008.