|'Incredibles' characters move seamlessly between feature drama and marketing message.
Partners such as Procter & Gamble Co., McDonald's Corp. and SBC Communications will all use meaty segments of custom animation of The Incredibles, a family of superheroes, in their myriad media campaigns.
For instance, in an SBC TV spot slated to air later this month, the young Dash Incredible, a child superhero with lightning-quick reflexes, tries to download an image of the Great Wall of China for a homework assignment but is quickly frustrated with his slow Internet connection.
Instead of waiting for the download to finish, he zips out of his house, across continents and oceans and eventually snaps his own photo, in person, of the Great Wall. When he gets back home, his computer still hasn't finished downloading the image for his research project. He complains loudly to his mother about the glacial connection.
The spot then touts the SBC Yahoo DSL service, which presumably would've been faster than Dash.
Aligning characters and brand message
The tie-in between SBC and The Incredibles is the latest example of how Hollywood studios and their marketing partners are cooperating to fashion entertainment bits that more closely align animated characters with a brand message. The characters don't actually touch the brands, but the intercut between the animation and marketing message is so seamless that the characters appear to be product endorsers.
The effort is SBC's first feature-film tie-in, and the marketer will promote services such as wireless, high-speed Internet connections and other communications products. Each service will be linked to an Incredible character; for instance, teenage Violet will be associated with teen-skewing wireless services.
"We saw this as a great way to use the family members as metaphors for our products," said Michael Grasso, executive director of offer management at SBC. "This allows us to personify our products in so many different ways."
Product 'links' rather than placement
While there is generally no product placement
|The marketer's message is linked with the central action and characters of the movie.
"It's incumbent on us to make promotions entertaining -- the consumer demands it," said Brett Dicker, executive vice president of marketing at Buena Vista Pictures Marketing. "These spots match the attributes of the character to the attributes of the brand in a smart, fresh way."
Several studios have joined the custom-animation bandwagon, creating closer links between their beloved movie characters and tie-in brands. DreamWorks SKG did so recently for Shrek 2 with partners including Dial soap, and continued the trend with Coca-Cola and Shark Tale, which opens this week. Universal last Christmas linked its Cat in the Hat characters closely with several partners including P&G, while Disney/Pixar did the same last summer with McDonald's and Finding Nemo.
Major P&G tie-in campaign
For The Incredibles, which follows the exploits of a family of superheroes, P&G will promote a stable of brands, including Tide, Swiffer, Downey and Bounce, using Mrs. Incredible as the prototype of a multitasking super-mom. Among her superpowers is elasticity, literally. In one TV spot, Mrs. Incredible shows off her ability to juggle everyday household chores while fighting bad guys. P&G will use a "mom to the rescue" tagline.
The Incredibles opens Nov. 5, and brand partners will hype the movie from October through the end of the year with an estimated $60 million in TV ads alone. Partners, including Kellogg's, Safeway supermarkets, Hollywood Video, Toys "R" Us and numerous licensing companies, also will tout the film through print, outdoor, online, direct mail, in-store and other media.