Dr Pepper Teams with Supervalu, Kroger to Promote ‘Indy’ Flick
Dr Pepper is teaming up with grocery giant Supervalu to launch an in-store promotion to support the upcoming film, “Indiana Jones and Kingdom of the Crystal Skull.”
Eleven Supervalu stores have been transformed into “Indy”-inspired destinations to build awareness of the film’s May 22 release. Stepping stones erected throughout the store direct people to branded displays and stores also feature “Indy”-themed end cap displays, “Indy” store boards welcome customers and inflatable airplanes hang over beverage aisles.
The promotion also includes an incentive. People who spend $25 or more at Supervalu stores on participating brands, including Dr Pepper, Kraft, Mars and Kellogg’s products will receive two free movie tickets via Catalina.
“[The] partnership with ‘Indiana Jones’ provided a great opportunity to execute an engaging consumer experience at retail stores nationwide,” Laura Pitlik, brand manager for Dr Pepper, said.
And in a separate promotion with Kroger stores, Dr Pepper is offering a unique game code through Catalina when people buy two or more 12-packs of the soda with their loyalty card. Codes can be redeemed online at http://www.DrPepperMoretoExplore.com for movie tickets, as well as $5 and $10 Kroger gift cards. Stores nationwide will feature movie-themed lobby and end cap displays.
In Safeway Inc. stores, the retailer will support the Dr Pepper “Passport to Explore More with Indiana Jones” promotion May 14-20 with the Safeway Flicks for Free movie ticket promotion. Dr Pepper displays will be featured in Safeway stores.
Group 360 and Circle One created the promotional materials for the campaign. LG&P handled the merchandising kit for Supervalu stores.
Dr Pepper’s campaign includes national print, television and online advertising, limited edition collectible packaging. An instant-win game at http://www.DrPepper.com offers 23 grand-prize winners for two the chance to travel on an “Indy” adventure to one of four destinations: Egypt, India, Jordan or Peru.
Game codes are available under the caps or inside the wraps of specially marked 20 oz. and two-liter bottles and in 12- and 24 -packs of Dr Pepper and Diet Dr Pepper. Scratch off game codes will be available in print ads in People, US Weekly, Entertainment Weekly, Rolling Stone and In Touch and in online ads. One-in-six codes offers a prize.
People can visit http://www.DrPepper.com or text game codes with the word Pepper to 737737 through July 31 to see if they are an instant winner and redeem their prizes. Lesser prizes include movie-themed T-shirts and hats, movie tickets and free Dr Pepper product.
Dr Pepper, part of Cadbury Schweppes Americas Beverages, is also hiding 23 iPod nanos inside specially marked cans placed in 12-packs. The nanos will be pre-loaded with “Raiders March”—the Indiana Jones theme and behind-the-scenes photo from the movie set. People can collect six limited edition Dr Pepper collector’s cans featuring scenes and characters from the new film.
The effort is part of the “Dr Pepper Passport to Explore with Indiana Jones and the Kingdom of the Crystal Skull” promotion. TV spots and online media begin today and print ads are scheduled to appear on May 9. Softcoin, Inc. is the promotion administrator.
Mars Snackfoods U.S. is another sponsor promoting the film with limited-edition, movie-themed M&M’s and Snickers candy and a themed Web site (Promo Xtra, April 29, 2008).
In the latest film, archaeologist/adventurer Dr. Henry “Indiana” Jones is called back into action when he becomes entangled in a Soviet plot to uncover the secret behind mysterious artifacts known as the Crystal Skulls.
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