Warner Bros. Touts Sweet Line-Up of Chocolate Factory Promos
To help generate additional buzz around the much-anticipated summer film Charlie and the Chocolate Factory, promotional partners are lining up to support the Warner Bros. Pictures release.
More than seven brands, including QSRs and consumer package goods companies, have joined a multi-million dollar campaign designed to boost interest in the fantasy adventure film.
Signing the team of promotional partners “helps us broaden the reach and bring the message to consumers in a more exciting and compelling way,” said Louise Soper, VP-national promotions for Warner Bros. Pictures. “We wanted to find partners to promote the lighthearted part of the film. It really enhances…the experience of the film.”
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| Nestlé candy feature Charlie and the Chocolate Factory stars, sweeps |
Based on the book by Roald Dahl, Charlie and the Chocolate Factory tells the tale of eccentric chocolatier Willy Wonka, who launches a worldwide contest to select an heir to his candy empire. Charlie, a young boy from a poor family, draws a “Golden Ticket” and joins four other children on a guided tour of the candy-making factory. Charlie enters Wonka’s fantastic world and soon learns the tour is anything but ordinary.
Charlie and the Chocolate Factory is scheduled to hit theaters nationwide on July 15.
Candymaker Nestlé Wonka is supporting the film with its own golden ticket search, framed as part of a national sweepstakes, in which five people can win a movie-themed prize package worth $10,000.
“You can’t get any better than to have a candy company [partner] on a candy movie,” Soper said.
Consumers can look for specially marked packages of Wonka candy, including Nerds, Donutz, Laffy Taffy, SweeTarts and Wonka Chocolate Bars. If consumers reveal a golden ticket, they can win one of five grand prizes or a 100 first prizes. Grand-prize winners can win one of five movie-themed prizes tied to Wonka candy; Consumer can vie for the Wonka Bar prize of $10,000; the Wonka Donuts prize of a six-night European vacation; a SweeTarts shopping spree; a Nerds trip to an LA video animation studio; or the Laffy Taffy fantasy sports camp package.
One hundred first-prize winners will receive an official Charlie and the Chocolate Factory movie pack and a year’s supply of Wonka candy. Internet materials, in-theater and P-O-P materials support. Glendale, CA-based Nestlé USA sponsors.
Further sweetening the film premiere, Hostess is out with a limited edition snack cake product— WonkaCakes. The product will be promoted via print ads in People, Entertainment Weekly, TV Guide and Nick Jr., through P-O-P materials across 30,0000 retail stores and Internet materials.
Wendy’s plans to theme 5,700 U.S. restaurants and 350 in Canada this month with P-O-P materials and interactive Kids’ Meal premiums. Consumers who buy Kids’ Meals between July 11 and Aug. 21 will receive one of five toy premiums. Internet materials also support.
“Having a QSR as partner helps signify this is an event,” Soper said.
American Express is offering Platinum Card and Centurion members an exclusive Charlie and the Chocolate Factory experience though its By Invitation Only program. The program offers cardholders a pre-release screening of the film at a private screening room at the Time Warner center and access to a chocolate reception following the movie.
Country Inn & Suites by Carlson will support the film’s launch this month with a Family BookBreak package and sweepstakes in more than 320 hotels, 600 Carlson Wagonlit Travel offices and 170 cruise Holiday offices. As part of the promotion, kids stay free with adults and receive a book bag containing movie-themed premiums.
To enter the Family BookBreak Sweepstakes, consumers must submit an entry form online at Sweepstakes.countryinns.com. Consumers are then directed to an interactive game and will automatically be notified whether they will receive an instant prize.
One grand-prize winner will receive a seven-day, six-night trip for four to London with hotel accommodations and tickets to the Roald Dahl Children’s Gallery. Fifteen first-prize winners will receive a four-day, three night getaway for four to any Country Inn & Suites hotel in the U.S. or Canada; 10 second-place and third-place winners will receive a year’s supply of candy and Roald Dahl book sets, respectively.
The sweepstakes is open to consumers 13 and older and runs through Sept. 30. Internet materials support.
Penguin Young Readers Group is giving the film a boost via bookstore displays ofCharlie and the Chocolate Factory. Barnes and Noble will host movie-themed activities in August and a sweepstakes overlay and a branded café beverage, Wonka’s Whipple-Scrumptious Chocolate Malt. P-O-P materials will support.
In addition, Color Me Mine pottery is extending the movie through pottery. In 100 stores nationwide, the studio is inviting consumers to paint their favorite candy from the film. Marble Slab Creamery rounds out the fun with four limited time flavors of ice cream based on the film— Augustus Gloop: chocolate Swiss ice cream with chocolate chips, chocolate sprinkles, Nestlé Crunch and hot fudge; Violet’s Double Gumball Blueberry: blueberry ice cream with two scoops of gumballs; The Oompa-Loompa: sweet cream ice cream with Butterfinger, assorted sprinkles and rainbow morsels; and Wonka’s Whipple Mallow Delight: strawberry ice cream with strawberries, bananas and marshmallows. The flavors will be available in stores through Aug. 15.
Internet materials support.
