Back in the spring of 1997, we began brainstorming and searching for the big idea that would win us the Duracell business for its fourth quarter promotion in 1998. Early on, we narrowed our focus on Godzilla. The more we thought about it (and the more we found a willing and flexible partner in Columbia TriStar Pictures) the more enthusiastic we became about the fit. After all, what has more stopping power than a new high-tech incarnation of a monster that’s been one of the most enduring movie characters of all time?
Godzilla would open in May, a long way from the fourth quarter. The timing was right for the video release, though, so we decided to go for the double hit. Given the huge scope of the movie’s advertising and public relations plans, we felt confident recommending a second quarter tie-in with a return for the fourth. Luckily, Duracell immediately recognized the potential to connect the power of Godzilla to the power of their batteries.
During the private Partner Screening at the Godzilla Summit, I saw clips from the movie, including an overhead shot of Matthew Broderick standing in the world’s largest footprint. Later, that scene gave us an idea for a sweepstakes that would maximize the public relations value of Godzilla’s relationship with Duracell. Soon, we’ll give away the one-and-only Godzilla Footprint Pool, a 40-foot long in-ground pool.
Designing materials to fit the theme, “Make a powerful impression this summer” was a challenge because the monster’s look was top secret until after our displays were up. Vendors were allowed to work with body parts -leg, eye, or tail. Eventually, we negotiated the right to use Godzilla from the back with only its leg and tail in the clear. Victory!
Now we can’t wait for the fourth quarter. During Duracell’s biggest selling season, stores everywhere will be carrying one of two frighteningly exciting offers that take full advantage of the monster’s look. In the end,we were able to unleash the full power of Duracell Batteries during the key holi day season, by looking a year-and-a-half ahead.
As we told Duracell in that first meeting, this is a monster promotion with the power to stop customers dead in their tracks.
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