The marketing program utilizes various Time Warner channels for promotions, including an on-air contest on the Cartoon Network based on the Warner Bros. film "Magic Sword - Quest for Camelot" and in-theater advertising in the new Warner Village Cinema Centre.
The contest, coinciding with the theatrical release of the animated film, will award 100 kids with two tickets to the preview screening of the film at Warner cinema complex, along with Oreo cookies and popcorn. Another 150 kids will receive a selection of Magic Sword merchandise and soundtrack CDs.
During July and August, Nabisco will conduct product sampling of Oreo cookies to Warner Village Cinema theatergoers, which will run simultaneously with a series of Cartoon Network and Nabisco branded in-theater advertisements.
The promotion marks the first synergistic initiative by Cartoon Network (launched by Turner in the Asia-Pacific in late 1994), Warner Bros., Warner Village Cinema Centre and Warner Music in Taiwan since the TurnerTime Warner merger.
"We will continue to package these unique marketing programs involving different Time Warner units for our clients in Taiwan," says David Chen, regional director of advertising sales at Turner Broadcasting Sales Taiwan. "Our goal is to create maximum impact for our client's campaign while at the same time leveraging and cross promoting our company's assets in Asia's most competitive cable TV market."
John Holmberg, marketing director of Nabisco in Taiwan, adds: "As Nabisco continues to strengthen its presence in Taiwan, we see Time Warner's resources as an ideal promotional vehicle to reach our target audience.
"This unique opportunity not only allows us to tap into Cartoon Network, a brand that is powerful with kids, but also gives us access to a myriad of other Time Warner outlets, all designed to help us achieve our marketing goals," he adds.
Copyright July 1998, Crain Communications Inc.