Universal Studios is backing its upcoming release of King Kong with a host of top brands and $100 million worth of promotion support.
Universal Studios Partnerships inked deals with Burger King, Volkswagen, Kellogg’s, Toshiba, JP Morgan Chase and the City of New York to offer king-sized promotions targeting kids and adults.
The studio has focused on fewer, but higher quality promotions with this release so each brand stands out when tied to a blockbuster instead of becoming lost in a sea of tie ins.
“Universal Studios made the decision…to have real value,” says Stephanie Sperber, executive VP-Universal Studios Partnerships. “We stayed away from some of the traditional players in the field. We try to remain less cluttered than we have on other major tent-pole films, so we stress quality over quantity.”
“The era of a film with 20 promotional partners is over because that doesn’t serve a brand’s needs,” she adds.
Universal’s King Kong depicts a new version of the classic 1933 film, 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. King Kong opens in theaters worldwide Dec. 14.
This month, Kellogg’s rolls out King Kong packaging on 18 million boxes of breakfast cereal in 24,000 retail locations nationwide, including 18-ounce collector’s packs of Kellogg’s Corn Flakes and 15-ounce boxes of Apple Jacks and Corn Pops. Specially marked packages will include an offer for a free King Kong T-shirt.
Kellogg’s tie to King Kong helps the cereal maker reach out to moviegoers in a new location, giving them a backstage pass on package with behind-the-scenes movie information.
“The partnership allows consumers to learn about the film at an unlikely place — the breakfast table,” says Jenny Enochson, senior director marketing communications, Kellogg Co. “We wanted to celebrate the event.
Candy-maker Nestlé is adding King Kong packaging to more than 10 million Nestlé Crunch, Butterfinger and Baby Ruth candy bars. Nestlé’s king-sized bars will offer an instant-win sweepstakes; Beast bars will be marketed as King Kong limited edition bars during the campaign.
Chase is offering a limited edition King Kong Entertainment MasterCard, giving cardholders a chance to earn points toward Universal DVDs, movie tickets and gift cards or Hollywood experiences. It’s the company’s second movie-themed credit card since The Hulk’s release in 2003.
“It’s a great opportunity to tap into the assets that Universal has to offer,” says Dan Dougherty, senior VP-Chase Card Services. “We try to find ways to broaden the relationship in any way possible.”
Chase plans to support the credit card roll out with branded direct mail packaging, event marketing and online support. Pre-registration for the card begins Oct. 1 at www.kingkongmovie.com or www.chaseuniversalcard.com. Consumers who pre-register will receive insider information about the film before its release, Dougherty says.
“It’s a unique mix of brands,” Sperber says.
Volkswagen will expand its film support in November with TV spots, print ads, in-store displays and giveaways, online campaigns and a sweepstakes. The automaker started its King Kong promotions in June, hosting an online debut of the film’s trailer for 48 hours.
The city of New York is stepping in for its promotional role debut, hosting the U.S. premiere of the film. Likewise, Toshiba will support the campaign with TV spots, print and online campaigns tied to personal entertainment products in the U.S. and Japan.
In December, some 7,500 U.S. Burger King restaurants will launch limited-time King Kong-themed menu items targeting adults. P-O-P, Internet materials and TV spots will support.
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