Timing is everything for drummers-which goes a long way toward explaining why Cardinal Watches and Pearl Drums have teamed up for a co-promotional deal.

In what's being dubbed "the gift of good time," buyers of selected Pearl drum kits are getting a Tymekeeper gift pack worth about $150, which includes a Pearl-Cardinal branded stainless steel watch, mini flashlight, drum key, carrying case and lanyard.

The deal allows the Saint-Laurent, Que.-based Cardinal to tap the teen and young male audience, 14 to 22, which it hadn't previously been marketing to, says Ron Kunitzky, president of Geyser Consulting in Montreal, who organized the co-marketing partnership. (Cardinal does have a brand for girls called Zzzip.)

Between 75 and 100 retailers across Canada are carrying the promotion, which will run all summer. It's being advertised in magazines like Drums etc. and Canadian Musician and in stores. Geyser Consulting did the strategy, concept and execution, while Plank Design in Montreal did the creative.

Buyers of the Pearl drum sets obtain the gift pack by going to the website tymekeeper.com, completing a PDF form and sending it with proof of purchase to Pearl. Pearl will use information on buyers for future permission-based e-mail marketing campaigns. Kunitzky says the promotion benefits both marketers: Cardinal isassociated with a strong musical instruments brand, while Pearl gives added value to customers.

-Danny Kucharsky