PROMO PARTNERS OF 'LOST WORLD' STRESS OWN BRANDS: MULTIPLE EFFORTS SEEK TO MARRY NEW MOVIE TO MARKETING BASE
Burger King Corp., Timberland Co. and Tropicana Dole Beverages are approaching their tie-ins to Universal Studios' summer blockbuster candidate "The Lost World: Jurassic Park" with the goal of serving their brands first, then promoting the movie.
This week will see the movie's $250 million global promotion push roar into the marketplace. Joining the multibrand effort for General Mills cereals tied to the film in stores this week is Tropicana's push for Pure Premium, supported by co-op TV spots created by Market Growth Resources, Wilton, Conn.
BK spots set
On May 19, Bur-ger King launches TV advertising from Ammirati Puris Lin-tas, New York, for its $30 million "Lost World" marketing program. And Timberland will support its joint promo with Mercedes-Benz of North America with print ads in June issues of People and Rolling Stone; creative is handled in-house at Timberland, with Ryan Partnership, Fairfield, Conn., handling media, promotion and other aspects.
The film's other promo partners include Eastman Kodak Co., Hershey Foods Corp. and JVC. (AA, Feb. 10).
All the marketers say the promo programs must do more than catch a halo effect.
"I think marketers used to view movie promos as if they were magic, like the way cavemen looked at fire," added John Kocis, VP at the Ryan Partnership.
"I'm not interested in simply promoting someone's movie," said Paul Clayton, president of BK North America. "We have to take the movie and marry it to our marketing platform."
The centerpiece of BK's program is the latest innovation in fast-food premiums: a set of four watches, each priced at $1.99, pitched as being suitable for young kids as well as their older siblings and parents. Indeed, Mr. Clayton noted the "Lost World" program contains some of the "strategic underpinnings" of a larger effort to go after consumers of various ages.
WATS TO STAKE CLAIM
At Tropicana, a sister unit to Universal via parent Seagram Co., "The Lost World" wasn't an example of mandated corporate synergy, although Universal Studios Consumer Products played a key role in the program's conception.
More critically, said Cathleen Dennett, the company's director of marketing services, the movie represented an opportunity to stake a claim to marketing leadership in the chilled juice category.
Tropicana has conceived of the first under-the-cap promo of its kind in the category. It encompasses 8 million units of Tropicana's 96-ounce containers of Pure Premium. Consumers know they've won if their cap issues a dino-like roar triggered by light-sensitive technology (General Mills is employing a similar concept in its promo, from Saatchi & Saatchi Advertising's Kid Connection, New York).
Some 5,000 prizes will be awarded, including trips to the Universal Studios Hollywood theme park and assorted "Lost World" licensed merchandise.
Tropicana will support with point-of-purchase materials. But more attractive to the trade will be the co-branding opportunity afforded by the 15-second tag created for participating retailers.
"We wanted to share with them the equity of a property that individually they couldn't afford," said Ms. Dennett.
LOGIC MUST SHOW
That philosophy is echoed by Timberland, embarking on its first movie tie-in. "In our marketing communications, we wanted to show that there was a logical reason for our product to be in this movie," said Margaret Newville, director of promotions. "Instead of going down the path of capitalizing on dinosaur hype, we wanted to go down a path that led out of our brand."