RoadShow Attendees Already at the Forefront of Entertainment Cross-Promotions (Part 1)
As we gear up for RoadShow, I wanted to take a minute to highlight some of the excellent programs that have been created by companies that typically attend the event. RoadShow is the ideal venue to identify entertainment opportunities to further extend your brand and its core message and these programs are great examples of what brands can do with an entertainment property. While these programs may not have been born at RoadShow, these are the types of programs that come from the event. Langers Juice and THE LITTLE MERMAID: ARIEL’S BEGINNING Walt Disney Studios Home Entertainment and Langers Juice teamed up to promote THE LITTLE MERMAID: ARIEL'S BEGINNING with a giveaway. Consumers who sent in a filled out certificate available at www.langers.com/Little_Mermaid, 2 proofs of purchase from a 64 oz. Langers Juice and 99 cents for shipping and handling received a branded THE LITTLE MERMAID: ARIEL's BEGINNING Collectible Cup. The offer expired October 15, 2008. The offer was advertised on the Langers website.
Langers Juice and HIGH SCHOOL MUSICAL 3: SENIOR YEAR
Walt Disney Studios Motion Pictures and Langers Juice teamed up to promote HIGH SCHOOL MUSICAL 3: SENIOR YEAR with a digital music giveaway. Consumers who purchased specially marked Langers products could log onto www.langers.com/HighSchoolMusical3 and enter the UPC and 12-digit code redeemable for one download of an exclusive song remix from the HIGH SCHOOL MUSICAL 3: SENIOR YEAR soundtrack.
Johnny Rockets and WE SKI
Namco Bandai and Johnny Rockets teamed up to promote the video game WE SKI with the “Rock the Slopes” sweepstakes. Customers could enter the sweepstakes by getting a sweeps code either from www.johnnyrockets.com or by requesting one at a participating restaurant. They could then enter that code at the website and receive one entry into the sweepstakes per day. One Grand Prize winner received a Nintendo Wii console, a Wii balance board accessory, a copy of WE SKI, $2,000 cash and a $100 Johnny Rockets gift card. 20 First Prize winners received a $25 Johnny Rockets gift card and a copy of WE SKI. The “Rock the Slopes” sweepstakes was promoted in Johnny Rockets restaurants, the Johnny Rockets website, and through radio and TV spots in select markets. The promotion ran from December 1, 2008 through January 4, 2009.
e.l.f. Cosmetics and SISTERHOOD OF THE TRAVELING PANTS 2
Warner Bros. Pictures and e.l.f cosmetics joined to promote the release of THE SISTERHOOD OF THE TRAVELING PANTS 2. In the “e.l.f & THE SISTERHOOD OF THE TRAVELING PANTS 2 sweepstakes”, those over the age of 21 entered by going to www.eyeslipsface.com, clicking on the “Sisterhood” link, and filling in their contact information. On September 8, 2008, one randomly picked Grand Prize winner and a guest received airfare and hotel accommodations for a four day/three night trip to Greece, valued at $4,500. Five First Place winners received a limited edition e.l.f cosmetics travel kit. Ten Second Place winners received THE SISTERHOOD OF THE TRAVELING PANTS original movie DVD, and twenty-five Third Place winners received THE SISTERHOOD OF THE TRAVELING PANTS 2 poster. The promotion ran from 7/1/08-8/31/08.
e.l.f. Cosmetics and HGTV Design Star 3
e.l.f. Cosmetics teamed up with HGTV and Design Star winner Kim Myles, for the Myles of Style promotion. Kim created her very own compact, “the Kim-Pact”, which was available online at eyeslipsface.com. e.l.f. also hosted the "Myles of Make-up Style" sweepstakes which awarded the grand prize winner a trip to Nashville, TN for the live finale taping of HGTV’s Design Star 3. Sweepstakes ran from 6/2/08-6/23/08.
Thanks to the teams at Langers, Johnny Rockets and e.l.f Cosmetics and all of their partners for some great promotions!
See you next week,
Mitch
President, The L.A. Office
The L.A. Office Promotions Wrap is highlighted in The Lounge and is also available as a printed report. Visit www.laoffice.com/promowrap for more details.
