Watch for Spider-Man swinging on the May cover of PROMO, inside which PROMO's 2003 Entertainment Marketing Award winners are profiled. The fifth annual EMMAs celebrate the industry's best entertainment tie-in promotions.
Sony Pictures/Columbia TriStar Entertainment snared the Best
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| Spidey takes top EMMA |
Overall EMMA for its Spider-Man theatrical release campaign. Key partners included Cingular Wireless, Carl's Jr./Hardee's, Kellogg and Dr Pepper. Culver City, CA-based Sony's Spider-Man also picked up an EMMA in the Feature Film category.
Other winners included Baskin-Robbins, which in 2002 earned two EMMAs (Feature Film and Home Video for Shrek tie-ins), and was part of DreamWorks' Shrek campaign, which captured Best Overall in 2002. This time around, Glendale, CA-based Baskin-Robbins scored the Cable TV EMMA with The NBC Agency for a line of sundaes and flavors playing up the network's new and returning fall shows. NBC reported the best fall launch of all networks. Baskin-Robbins' AOR Norm Marshall & Associates, Sun Valley, CA, handled.
Meanwhile, The SCI FI Channel took home the Cable TV EMMA for its work with LIME Public Relations & Promotions promoting a 20-hour Steven Spielberg documentary Taken. The New York City-based companies brought a Taken Experience mobile tour to eight markets and let visitors see and hear alien abductee testimonials. Taken made SCI FI the No. 1 basic cable network in primetime for the two weeks that it aired.
Kia Motors America rang up sales with a tie-in with New Line Cinema's Lord of the Rings: The Fellowship of the Ring. Customers who drove any of the Irvine, CA-based auto maker's vehicles could redeem a VHS or DVD of the blockbuster film. The effort drove up test drives by 20%. EastWest Creative, New York City, handled. EastWest was also a key player in the Recorded Music EMMA for a back-to-school program marrying Northfield, IL-based Kraft Foods North America and Jive Records' teen singer Aaron Carter. The Win a Day as a Pop Star contest was plugged on more than 100 million packages spanning 12 brands and garnered double-digit volume and share increases for participating brands compared to year-ago sales.
Warner Bros. brought in two EMMAs—one for its online division for a Harry Potter Internet Owl Prowl—and another for a Looney Tunes/NASCAR partnership. Owl Prowl scooped up the Internet EMMA for its international game created to drive sales of the Harry Potter and the Sorcerer's Stone home video. EastWest Creative developed the interactive sweeps, which collected 1.5 million entries and awarded 10 grand-prize trips to London. For the Live Event category, Warner Bros. beefed up its licensing agreement with Chevrolet, while bringing three additional Tunes characters to the second Monte Carlo 400 Winston Cup race. The campaign helped Burbank, CA-based Warner generated more than $50 million in sales.
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