Time Warner Cable and sister company Warner Bros. Pictures have partnered to launch an integrated campaign to support the new holiday comedy “Fred Claus,” opening in theatres nationwide on Nov. 9.
The effort features free video vignettes, a dedicated Web site, a sweepstakes and new video games based on the film.
The vignettes are shown in HD and standard definition as a way to showcase the capabilities of TWC’s Entertainment On Demand and HD Showcase On Demand platforms. Each vignette includes behind-the-scenes footage and deleted scenes from the film. A new vignette will be added each week for seven weeks.
Viewers will also have a chance to enter The “Fred Claus” Naughty or Nice Giveaway at http://www.fredclausgiveaway.com, to win weekly prizes, including a $10,000 home theater system provided by Circuit City, a retail partner of Time Warner Cable. Players register to enter, click on the instant-win link and are automatically entered for the grand-prize. Instant-win prizes include Road Runner mouse pads, Aqua computer mouses and a notepad. The sweeps ends Jan. 3.
TV spots promoting TWC’s bundle, HDTV and Road Runner High Speed Online, will feature clips from “Fred Claus.”
In-store materials will promote the campaign at Circuit City and Time Warner Cable stores, as well as through such local market extensions as radio remotes, customizable posters for payment centers, movie screenings for triple play and bundled customers as well as VOD street teams.
“In today’s multi-platform world, where marketing success depends on reaching consumers wherever they are, Warner Bros. Pictures is fortunate to be able to partner with our sister company,” said Debbie Miller, EVP of Warner Bros. Pictures Domestic Theatrical Marketing, in a statement. “We can reach potential fans of ‘Fred Claus’ whether they are online or watching television.”
Ogilvy’s Branded Content and Entertainment group developed the vignettes in partnership with RTC Relationship Marketing, which created the Web site and promos. Don Jagoda Associates managed the development of the games and the sweepstakes. Fame Retail developed all of the in-store merchandising materials.
Fred Claus, played by Vince Vaughn, has lived his entire life in his brother Nicolas’ (Paul Giamatti) large shadow. Nicholas grew up to be the model of giving, while Fred became the polar opposite: a fast-talking man who’s run out of luck and money. Nicholas agrees to help his brother on one condition: that he come to the North Pole and earn the money he needs by working in Santa’s workshop.
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