New Line’s Elf Racks Up Partners for Fall DVD Launch
New Line Home Entertainment is gearing up for the launch of Elf on DVD this November. The popular holiday flick starring Will Ferrell from Saturday Night Live fame has already acquired two major partners—Wendy’s and Unilever.
Wendy’s will launch a national Kid’s Meal promotion in 5,900 restaurants in the U.S. and Canada this fall. Five different Elf-themed collectible premiums will be offered and support consists of indoor and outdoor restaurant signage, activity tray liners, Elf-themed Kid’s Meal bags that contain a rebate coupon for $2.00 off the purchase of the Elf DVD, a 30-second TV spot and a 30-second PSA on behalf of the Dave Thomas Foundation for Adoption.
Unilever Home and Personal Care is launching a national program across multiple brands: Lever 2000 Bar and Bodywash, Caress Bar and Bodywash, Vaseline Intensive Care Lotion, Suave for Kids Shampoo and Conditioner, Suave Originals Shampoo/Conditioner, Wisk Laundry Detergent, Snuggle Fabric Conditioner and Dryer Sheets and Q-tips Cotton Swabs. Shoppers will be able to save $5 instantly on the purchase of the Elf DVD with the purchase of any three participating Unilever products. The offer will be delivered via an instant redeemable coupon and available to participating retailers. Co-branded in-store signage and displays, a four-page FSI and circulars support.
Bundled with the Elf DVD will be an Elf decoder—a flexible game card that will feature an instant-win game that directs users to a unique Web site where they can register to see if they are an instant prizewinner. The Web site also captures key marketing data that will be used to re-market to those who opt in.
The site features a sweepstakes for consumers to enter for a chance to win an Elf for Yourself personal shopper and helper along with $5,000 and other prizes. Once registered, consumers can collect additional game pieces by viewing partner pages and offers and are rewarded by the number of pieces collected. Promotional partners will also provide offers to add value to the interactive site.
