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Summer is upon us, bringing with it an onslaught of summer movie blockbusters, and more importantly for marketers, a reminder of the potential power of promotional tie-ins. The Avengers is a certified hit, and since Acura is the vehicle of choice for S.H.I.E.L.D. agents, the film serves as a powerful example of tie-ins that will benefit dealerships across the globe. Carl’s Jr. launched via its website The Amazing Spider Man Video Game Instant Win more than a month in advance of the flick’s July 3 release date; will this tie-in be a success? Will Johnny Rockets restaurants be singing a good tune with its promotional tie-in with Rock of Ages? And, of course, will the much-anticipated release of The Dark Knight Rises become a promotional windfall for tie-in product Mountain Dew?
Perhaps the most impressive campaign of the season so far came last month for the under-performing motion picture Battleship. Promotional partners ranging from Coke Zero, Kraft and Subway Restaurants, to Chevron ExtraMile, Hilton, the U.S. Navy and others provided more than $50 million in marketing support backing Battleship. Notably for Coca Cola, the film’s director, Peter Berg, directed a Battleship-themed spot for Coke Zero.
Maybe I’m just blogging out loud, but summer is a good time for many brands to up their exposure. While marketers cannot predict box office returns, we do know consumers are focused on big screens.
Which prompts the question: With the increasing number of summer blockbuster tie-ins, are these types of promotions still effective in building top-of-mind awareness and sales? What is the best motion picture tie-in you’ve seen in recent years?
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