MGM/United Artists Distribution Co. and BMW were given PMAA's Super Reggie award in a ceremony last week in New York. PMAA also announced the nine other Reggie-winning packages, chosen from more than 130 entries (AA, March 4).
The Super Reggie winner-"MGM/United Artists' `GoldenEye'/BMW Z3 Roadster Co-Launch"-helped MGM revive its James Bond movie franchise and gave BMW a big headstart in marketing its forthcoming Z3 luxury/high-performance model.
The strategy was to link three new Bond elements: actor Pierce Brosnan, making his Bond debut; the new Bond film, which opened in November; and the BMW Z3, which he drives in the movie. The two marketers jointly promoted these features from September through December through TV spots, sweepstakes and retail programs.
The promotion paid off handsomely for both companies. "GoldenEye" had both the largest opening weekend in MGM/UA's history and for a Bond film. BMW won't release the Z3 until this spring, but it received more than 9,000 Z3 pre-orders through mid-December-almost double its target of 5,000.
The other nine Reggie winners, listed alphabetically with promotional agency in parentheses, are:
Fox Broadcasting Co., "1-800-COLLECT Simpsons Murder Mystery Sweepstakes" ( In-house)
Kellogg Co., "Kellogg/Nintendo $600,000 Donkey Kong Giveaway" (Davidson Marketing, Chicago)
Mattel, "Barbie's Holiday Promise" (Drissi Advertising, Los Angeles)
McDonald's Corp., "McDonald's/Mighty Morphin Power Rangers: The Movie Promo" (Frankel & Co., Chicago)
NatWest Bank, "NatWest Live!" (Prism Marketing & Communications, New York)
Oscar Mayer Foods Co., "Oscar Mayer Talent Search" (In-house)
Seagram Beverage Co., "Seagram's Ginger Ale & Mixers Holiday Savings & Sweepstakes" (SAI Marketing, Jenkintown, Pa.)
Southland Corp. and Coca-Cola Co., "7-Eleven Slurpee/MTV Beach House Summer" (Promotional Resources Group, New York)
Stroh Brewery Co., "Schlitz WW II 50th Anniversary Commemoration" (Flair Communications, Chicago)