A new tie-in incentive campaign is giving parents two things they may need badly for a happy home: a DVD version of the animated film made from the modern children’s book classic “Cloudy with a Chance of Meatballs”, and a free bottle of stain remover.
As it did with the film’s September 2009 premiere in theaters,WD-40 Company is partnering with Sony Pictures Entertainment to cross-promote Spot Shot Instant Carpet Stain and Odor Eliminator. Last year, the tie-in featured a food-toss game played by celebrities at the red carpet premiere to raise contributions for hunger relief charity Feeding America.
Now, with the movie’s release to home formats through the Sony Pictures Home Entertainment Division, buyers who purchase either the Blu-ray or DVD version will receive a free full-size bottle of Spot Shot. The free offer can be redeemed in-store at participating retailers or through a mail-in rebate offered on the Spot Shot Web site.
“Spot Shot is a favorite product among parents who have small children often responsible for major messes in the home’s carpeted areas,” WS-40 vice president of U.S. marketing Tim Lesmeister said in a release. “being involved with this highly successful family film has provided us a great opportunity to connect with our customers.”
Besides activating the red-carpet campaign last September, Spot Shot also partnered with Sony on promotions at regional screenings of the film in Charlotte NC, Paramus NJ and San Diego CA. Radio campaigns in selected metro markets in South Florida, New Jersey and North Carolina offering listeners a chance to win passes to private screenings, a $1,500 American Express gift card to be used for groceries, and a year’s supply of Spot Shot to clean up after them.
Network
