Pirates Film Brings in Record Number of Promo Partners
Just one day after one of the summer’s hottest films premiered, marketers are moving ahead with promotions and tie-ins around The Walt Disney Co.’s “Pirates of the Caribbean: At World’s End.”
Backed by 13 promotional partners, the largest in the studio’s history, marketers are targeting the full slate of “Pirates” fans. Partners include Volvo, Visa, Coca-Cola, Best Buy, Circuit City, Gibson Guitars and Verizon Wireless, among others.
“There is significant support and depth in terms of the type of partners we have and the audiences we go after,” said Cherise McVicar, senior vice president, national promotions and mobile marketing, Buena Vista Pictures Marketing. “There are things that target families, things that are targeted more at adults … and pretty much everything in between.”
The marketing blitz comes after a quiet period from the studio. Rather than have marketers trickle out their own specific campaign, Buena Vista launched its full series of promotions around May 1 to better time it to the film’s release on May 24.
“We wanted to bring back the noise and excitement around “Pirates” and the film franchise and let people know ‘At World’s End’ is a new film,” McVicar said. “We just really wanted to sync up with the release of the film. It made sense for us to try to get all the partners to rally together at the same time.”
For example, Verizon Wireless is out with a contest in which users text in the lowest unique bid for a chance to win “Pirates”-themed prizes. Among them include movie-themed LG phones. Players text “Pirates” to short code 41414 to play.
One grand-prize winner will go to an exclusive party on the Black Pearl ship in Los Angeles. Details can be found at VerizonWireless.com/Pirates. “Pirates” content is also available from Verizon.
TV spots, online banner ads in-store signage and a movie theater ads support the promotion.
Returning partner Volvo is back with an online, global treasure hunt. Players solve a series of puzzles to vie for a chance at a “Pirates”-branded SUV and $50,000 worth of gold doubloons buried somewhere at the bottom of the ocean (PROMO Xtra, May 1, 2007).
This year, Volvo expanded The Hunt to 22 countries worldwide. More than 18,000 people have signed up. Registration is available at VolvoCars.US.
Meanwhile, Coca-Cola is linking its loyalty program, MyCokeRewards, to the film, offering the chance to win a variety of prizes, including a Volvo XC90 and a tour of “Pirates” producer Jerry Bruckheimer’s movie set and a chance to see a private screening.
In addition, members can play a movie-themed, online memory game for a chance to earn My Coke Reward points. Online ads, in-theater ads and in-store signage supports the promotion.
Visa has teamed up with Commerce Bank in a sweepstakes. Every time a card member uses their credit or debit card, they are entered for a chance to win a cash prize. Three winners will fly to New York and receive a map and key to a treasure chest containing $10,000. $15,000 or $25,000. They will go on their own treasure hunt at Madame Tussauds to find their prize.
The sweepstakes runs through May 31.
In a unique hook, Gibson Guitars is out with a “World End”-themed guitar, which retails for $665. It is giving them away to the studio to use as promotional prizes for partners, including My Coke Rewards site, and radio stations.
At retail, Albertsons is offering two free movie tickets with the purchase of $25 or more on select products through May 31. Products include Kellogg’s cereals and snacks, Coca-Cola beverages and laundry detergent items. TV spots, in-store signage and circular ads support the promotion.
In addition, retailers like Circuit City are offering a “Pirates”-branded gift card (PROMO P&I, May 16, 2007).
Other content includes interactive games and downloadable wallpaper. Competitor Best Buy is out with a free movie ticket offer to customers who buy one of 12 Disney DVD movies. In-store signage supports the promotion.
Toymaker Toys R Us is offering free movie passes with any $25 purchase or more of “Pirates” merchandise. In-store sign and circulars support the offer.
For its part, Street Surfing, a manufacturer of an in-line action board dubbed the Wave, is out with a sweepstakes for a chance to win a “Pirates”-themed Street Surfing collection. Shelf-talkers at sporting goods stores and a newsletter targeting 150,000 students supports the promotion.
Disney is tapping into the interactive craze letting “Pirates” fans create their own avatars on MySpace.com. Users send in a photo of themselves to Myspace.com/AtWorldsEnd and receive an animated, 3-D version with accessories, including hats, scars, tattoos, jewelry.
More than 80,000 people have sign up for the interactive feature, called “the Piratizer” in less than a week.
“The Piratizer allows Pirates of the Caribbean fans all over the world to interact with our brand in a unique and personal way, allowing them to take ownership of the franchise and share it with their family and friends,” said Buena Vista Pictures Marketing president Jim Gallagher, in a statement.
Perhaps the most unique partner for Buena Vista is its relationship with Odyssey Marine Exploration. The group, which explores shipwrecks, helped Volvo bury its treasure chest for The Hunt promotion. It also is providing prizing, such as a trip on the Odyssey, and support to a variety of Disney’s promotional partners on the film.
Odyssey made headlines when it recently found a shipwreck containing silver and gold coins. McVicar said the group’s find wasn’t a marketing ploy to boost the film. Instead, the timing was “incredibly fortuitous.”
“What are the chances?” McVicar asked. “You couldn’t possibly plan something like this. It’s been a really exciting time. We feel they bring a lot of authenticity to our promotions.”
McVicar declined to comment on the marketing support for the film, but said its one of the studio’s largest efforts.
“We’re really getting the message out there,” she added. “One of the things I am really fond of in this campaign is it has this nice, broad variety of folks. It really addresses consumers where they are— the grocery store, the electronics store, the dealership. We are really covering a broad spectrum of retail outlets.”
In “Pirates of the Caribbean: At World’s End,” Capt. Barbossa, Will Turner and Elizabeth Swann set sail and navigate their way through treachery for one last decisive battle. Disney’s second film, “Pirates of the Caribbean: Dead Man’s Chest,” pulled in more than $305 million in ticket sales in North America last year.
Beyond retail, the studio is also leveraging theme parks. Disney Interactive Studios is offering exclusive content for the “Pirates of the Caribbean: At World’s End” Nintendo DS video game to Walt Disney Parks and Resorts.
Visitors who bring their Nintendo DS gaming system and the “Pirates” video game with them to the park can download new video content at “X-marks the spot” locations near movie-themed attractions. The offer runs through Labor Day.
