Warner Bros. Pictures partnered with Mountain Dew for the theatrical release of THE DARK KNIGHT RISES. The Dew beverage line packaging featured DARK KNIGHT themes and temperature-sensitive cans that changed to the new flavor inspired by the film, Mountain Dew Dark Berry. Select cans featured a thermochronic ink bat symbol which changed to the Dew green color when chilled. Diet Mountain Dew NASCAR driver, Dale Earnhardt Jr. promoted the release when fans helped him choose which DARK KNIGHT paint scheme was featured on his #88 Chevrolet. Mountain Dew also featured a POS display with the Caped Crusader. The themed Mountain Dew cans were available in mid-June. THE DARK KNIGHT RISES released in theaters July 20, 2012. www.brandchannel.com/home/post/2012/05/1...
Spring 2012, long-standing partners Clear Channel and City of Hope launched their latest collaboration, HOPE LOVE MUSIC. Promotional radio spots featuring City of Hope patients, celebrities, and well known DJ's aired on 825 radio stations in 150 markets across the country. The spots started May 14th and lead up to a national all day "Radiothon" that took place on May 23rd.
Ryan Seacrest, Nikki Sixx, Vince Gill, Sugarland and others encouraged listeners to donate online, via text message, or 800# to help raise funds and generate awareness for the innovative science and research that takes place at City of Hope every day.
DreamWorks Animation SKG partnered with L`Oreal Paris for the film MADAGASCAR 3. L`Oreal`s Kids Line featured four shampoos with scents inspired by the characters in the film. Scents included Alex Strawberry, Gloria Apple, Marty Blueberry, and the Penguins Mango-Orange. The shampoos were available online at www.lorealparisusa.com and in select stores. MADAGASCAR 3 released in theaters June 8, 2012.
Warner Bros. partnered with NYX Cosmetics for the film DARK SHADOWS. NYX Cosmetics produced a Crimson Amulet collection inspired by the film. It comprised of 24 matte and shimmery lush eye shadows, 5 blushers, 1 luminous highlighter, 4 lip colors, 1 HD Studio eye shadow base, and 1 extreme black liquid eye liner. The Crimson Amulet retailed at $25.00 and could be found online or in select stores. DARK SHADOWS released in theaters May 11, 2012.
Kellogg's and XBOX partnered for the release of the XBOX 360, bringing home the ultimate gaming experience "inside the box" of some of its most popular foods. Mail-in offers for XBOX knit back sacks will be available on packages of Kellogg's® Eggo® waffles. Collect two UPC codes and send them in with the official order form and $2.99 to get this XBOX 360 back sack, perfect for toting your games and gear.
DreamWorks Animation partnered up with Langers to promote Shrek Forever After. Customers who purchased 10 Langers Juices plus $6.99 for shipping and handling were given a free Shrek Forever After game for Wii. They were also given cheat codes and wallpapers from the video game with any 1 Langers Juice purchase. The promotion ran during the Q2 2010
Walt Disney Studios and Pantene teamed up to promote the theatrical release of Disney`s 50th full-length animated feature, TANGLED, and to raise awareness of Pantene`s Beautiful lengths campaign. The Pantene Beautiful Lengths Campaign asks young women and men to make "the kindest cut of all" by growing out their hair to then cut and donate to the program to then be turned into real-hair wigs for women fighting cancer. Rapunzel’s 70 feet of hair in the movie served as inspiration for Pantene by inspiring families to give back, and teaching children the value of supporting a cause for social good. The partnership included a television spot and dedicated website and ran during Q4, 2010.
Sony PlayStation partnered with IGN and AskMen.com to promote the release of GRAN TURISMO 5 with the "Race Through the Bay Challenge" an all-day scavenger hunt in which 12 teams of two participated. Hopeful contestants posted a profile and a brief description to an AskMen.com micro site about why they feel they should race, which was later voted on by other users. The lucky few contestants searched the city of San Francisco for Lamborghinis, Ferraris, Audis and Teslas at historic locations like the Golden Gate Bridge and the Painted Ladies Houses. The race ended with a launch party for GRAN TURISMO where the winners were announced and fans were able to play the game ahead of its scheduled release. The winning team received the grand prize which included a 1 year LeMans membership to club Sportiva & a one weekend outing in the Lotus Elise. Other prizes included a one day club Sportiva Exotic car tour: Drive 6 different exotic vehicles over 5 hours and a 1day/100 miles Club Sportiva Exotic car rental in an enthusiast vehicle. The promotion ran throughout November 2010.
Universal Music Group partnered with The Coca-Cola Company to kick off the Coca-Cola Music campaign’s ‘24 HR SESSION’ with MAROON 5. On March 22, 2011, fans were invited to interact virtually with the band as they composed an original song from start to finish in 24 hours. Words, pictures, and comments were submitted on www.coca-cola.com/music and projected onto the studio’s walls during the recording session. Fans were also updated through the Coca-Cola Facebook page and the @CocaCola Twitter account. In addition, bloggers from around the world were onsite to keep their followers informed throughout the entire process. The event was part of Coca-Cola’s extensive global campaign to promote the brand through popular music and interactive media.
Warner Bros. Pictures teamed up with 7 Eleven to promote the theatrical release of THE HANGOVER PART II. 7-Eleven was offering fans an exclusive peek of the movie through five collectable Super Big Gulp? cups featuring never-before-seen moments from THE HANGOVER PART II. Consumers had to collect all five at 7-Eleven stores nationwide to reunite the "Wolfpack." Through a partnership with the SCVNGR application, 7-Eleven hosted a mobile scavenger hunt with the grand prize winner receiving a trip to Las Vegas. Fans could download the SCVNGR app, available on iTunes and through Android Market. Consumers also had to check-in at stores and complete tasks for points. Fans were able to cash in points for prizes like tattoos (the temporary kind), t-shirts, 7-Eleven gift cards, movie tickets or a chance to win a trip to Las Vegas.
