Paramount PicturesÕ "Tomb Raider" hits screens June 15 backed by promotions from five partners, including the first movie tie-in effort from Purchase, NY-based Pepsi-Cola Co. since the soda makerÕs 1999 "Star Wars" campaign. All told, the film is reportedly getting $35 million in partner support.
Pepsi will host an instant-win game running May through August. Supported by $15.5 million in ad buys, the sweeps will be tagged on 400 million packages and offer such prizes as cars, cell phones, and trips. The effort will be connected to several brands but titled heavily toward Wild Cherry Pepsi. Pepsi.com will be linked to the movieÕs official Web site.
QSR partner Taco Bell, Irvine, CA, will run a "match-and-win" game supported by P-O-P including collectable cups, standees, and counter mats. The chain will also execute "a multi-million dollar ad campaign," according to a release from Paramount Pictures, the filmÕs distributor.
Elsewhere, Triangle Park, NC-based wireless phone maker Ericsson will chime in with a marketing package equal in size to its 1997 tie-in to MGMÕs "Tomorrow Never Dies." The $10 million effort boasts $4 million in TV spots, a sweeps, Internet marketing, and product placement. Detroit-based Ford Motor Co.Õs Land Rover arm offers a $6 million effort including dealer promotions, events at auto shows, and online auctions. Two of Land RoverÕs trucks, the Freelander and the Special Edition LR Defender, are featured in the film.
Lastly, network TV partner NBC, New York City, will run promo spots during NBA playoffs coverage driving viewers to nba.com to enter a sweeps dangling such prizes as a private screening and NBA tickets.
