Universal Studios Home Entertainment is rolling out a beast of a promotional campaign around next month’s DVD release of Peter Jackson’s King Kong.
Kellogg’s, Chase, Nestlé and Hostess are among the brands backing the March 28th DVD release of one of 2005’s hottest films.
Papa John’s will promote the DVD on 1.4 million pizza boxes and via P-O-P at 2,600 Papa John’s locations. In addition, 13 million pizza box toppers will include a $3 coupon off the King Kong DVD. The campaign will run from March 27 through April 30. TV spots, direct mail and online materials will support.
Kellogg’s returns with its promotional support featured on more than 5 million boxes of cereal, including Raisin Bran, Corn Pops, Apple Jacks and Fruit Loops March 22 through May 30. Last October, Kellogg’s rolled out King Kong packaging on 18 million boxes of breakfast cereal in 24,000 retail locations nationwide for the film’s theatrical release (PROMO Oct. 2005)
Candy-maker Nestlé and Chase also return as promotional partners. For its support, Nestlé will drop a half page FSI on April 2 and promote the DVD release on more than 2,000 P-O-P displays nationwide. Chase will promote the DVD in its Spend & Get mailers, which Universal Entertainment MasterCard card members will receive this spring.
Glad will roll out retail Kong displays touting its Glad Force Flex trash products. Starting April 1, displays will offer a $3 coupon on the King Kong DVD with the purchase of two Glad trash products. TV spots, direct mail and online materials will support.
Hostess will brand more than 4 million packages of Banana Twinkies and 350,000 packages of Banana Nut Mini Muffins in more than 30,000 retail locations nationwide for King Kong. A full-page national FSI, print ads and online materials will support. The promotion will run March 23 through April 22.
In addition, 1 million packages of Orville Redenbacher Gourmet Microwave Popcorn and 2,000 displays will feature a $5 mail-in rebate with the purchase of the King Kong DVD. The campaign runs March 15 through June 30. Online materials will support.
Toshiba will revive its beauty and the beast campaign, highlighting its high definition DVD technology. Consumers can pre-order Toshiba’s HD DVD technology at Toshibahddvd.com. The campaign, which launches in March, will include a sweepstakes. Online materials support.
Lastly, Kodak EasyShare Gallery will promote the King Kong DVD with a sweepstakes for a chance to win a Kong prize pack. The sweepstakes begins March 26. To enter, consumers must use a digital camera or camera phone to snap a picture of their “Kong-sized smile” and submit entries online at Kodakgallery.com. Online materials will support.
Universal’s King Kong depicts a new version of the classic 1933 movie, in which a film director and his leading lady search out the largest gorilla in the world and underestimate the creature’s size and strength.
Universal’s DVD will be available in the original, theatrical version for $29.98 or a special edition two-disc set for $30.98.
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