Less than 30 days into Summer and we have already tracked (and added) over 75 entertainment promotions to the MarketingPartnerships.com partnership database. This Summer is going to be a record breaker for the partnership community.
Ever since JAWS created the idea of the Summer Movie Blockbuster, brands have been bringing their consumers closer to these movies through marketing partnerships and promotions. Here are 6 partnerships kick-starting the Summer for Marvel’s GUARDIANS OF THE GALAXY 2: VOLUME 2, Paramount’s BAYWATCH and Disney’s PIRATES OF THE CARIBBEAN; DEAD MEN TELL NO TALES.
GUARDIANS OF THE GALAXY: VOLUME 2
Marvel Entertainment also got together with Doritos for the “Choose Your Guardian” promotion and giveaway that celebrated the release of GUARDIANS OF THE GALAXY VOL. 2 in theaters.
Fans could visit a webpage and select one of the five Guardians of the Galaxy to begin their Doritos adventure. After doing so, they could use the code on specially marked Doritos products for a given amount of entries on the website. Each Guardian selected had a number of different prizes for entrants to win.
As more codes were entered per Guardian chosen, more and more valuable prizes were unlocked to win. Some of the grand prizes included trips to Las Vegas, a music festival in Chicago, studio tours, a Ninja Warrior experience, a trip to San Francisco, a Treesort Experience and more.
The partnership also included six exclusive character-focused mini featurettes. Click here for more information.
To support the release of GUARDIANS OF THE GALAXY VOL. 2, Marvel and Geico teamed up for a cross-promotional ad. The digital and TV spot featured the insurance company’s fan-favorite mascot Gecko teaming up with one of the characters from the film to save customers money on car insurance. Click on the above image for more information!
BAYWATCH
Paramount Pictures and Sprint partnered to celebrate the theatrical release of BAYWATCH. The promotion included a television spot in which Sprint introduces the “Unlimited Lifeguard”, promoting the wireless carrier’s unlimited plans with themes of the film.
Watch the TV Spots online in the MarketingPartnerships.com Screening Room or click here for details on the partnership!
Paramount Pictures also partnered with Under Armour teamed up for a multi-faceted partnership to promote the theatrical release of BAYWATCH. The partnership included a new line of film-inspired apparel, which included swimwear as well as men’s and women’s tee-shirts.
Additionally, the athletic wear brand created the “Under Armour + BAYWATCH Challenge” for its mapmyfitness mobile app. Users who logged 20 workouts between April 30, 2017 and May 31, 2017, were eligible to win a trip for two to Santa Monica, CA. Workout durations could not be less than 20-minutes and could not exceed four-hours, with a maximum of two qualified workouts per day. The app awarded users for reaching various milestones throughout the challenge including the first and tenth workout.
One user was randomly selected to receive the grand prize which consisted of a three-night trip for two to Santa Monica, a Pacific Ocean sunset dinner cruise and $500 spending money.
It’s going to be a Blockbuster Summer for entertainment partnerships!!
And if you are a VIP Member on MarketingPartnerships.com, you can view all of these additional partnership activities. Just log in and start clicking away. If you are not a VIP Member, you need to see what you are missing! Each partnership includes information about the partnership, timing and a sample of the creative activation involved. If there are TV Spots, you can find these spots on the site as well. By the way, VIP Membership is only $495/year!
| ALIEN: COVENANT | Audi (20th Century Fox/Theatrical) |
| CANDY CRUSH | Moschino (King/Gaming) |
| CAPTAIN UNDERPANTS: THE FIRST EPIC MOVIE | Scholastic, Sun-Maid, Tampico (AARP/Non-profit) |
| CARS 3 | Autotrader.com (Walt Disney Studios/Theatrical) |
| CHILDREN’S MIRACLE NETWORK | Costco (Children’s Miracle Network Hospital/Non-Profit) |
| CHRIS JANSON | Waffle House (Warner Music Nashville/Music) |
| CMT AWARDS | Havertys (CMT/Location Based Entertainment) |
| DIARY OF A WIMPY KID: THE LONG HAUL | Color Me Mine, Six Flags, TCBY (20th Century Fox/Theatrical) |
| DESPICABLE ME 3 | Kellogg’s, Tic-Tacs (Universal Pictures/Theatrical) |
| KING ARTHUR: LEGEND OF THE SWORD | Men’s Health, UberEATS, VisitBritain, Wahoo’s Fish Taco |
| KINGSMAN: THE GOLDEN CIRCLE | Old Forester Bourbon (20th Century Fox/Beverage) |
| LEGOLAND | Extended Stay America (Merlin Entertainments/Location-Based Entertainment) |
| MARIO KART 8 DELUXE | McDonald’s (Nintendo of America/Gaming) |
| OTTER POPS | LA Zoo, OKC Zoo (The Jel Sert Company/Brand) |
| PLAYBOY | Indian Motorcycle (Playboy Enterprises/Brand) |
| TALBOTS SUMMER BOOK CLUB | Talbots (Penguin Random House/Brand) |
| SNATCHED | Moovit, Palm Beach Tan, Rue La La, Schofferhofer Grapefruit (20th Century Fox/Theatrical) |
| WONDER WOMAN | Cold Stone Creamery, Dr Pepper, Pinkberry (Warner Bros. Pictures/Theatrical) |
PIRATES OF THE CARIBBEAN: DEAD MEN TELL NO TALES
In conjunction with the debut of PIRATES OF THE CARIBBEAN: DEAD MEN TELL NO TALES in theaters, Walt Disney Studios and Pirates Booty teamed up for a partnership inspired by the film.
The program featured custom “Pirates”-themed packaging for the Pirate’s Booty brands as well as a number of activities and adventures inspired by the film.
On the Pirate’s Booty website and social media channels, these activities promoted by the hashtag “#piratesbooty” included arts and crafts, special recipes and more.
Walt Disney Studios also tied in with Dave & Buster’s to celebrate the release of PIRATES OF THE CARIBBEAN: DEAD MEN TELL NO TALES. Customers could play three movie themed games, Disney Crossy Road, Treasure Quest, and Deadstorm Pirates for free with the same day purchase or reload of a $10 Power Card. Check out the TV Spot as well!
On behalf of the team at The L.A. Office, thanks for reading.
We’re excited about the Summer and looking forward to keeping you connected to the activities hitting the partnership marketing community. Be sure to check out MarketingPartnerships.com as this summer of blockbuster marketing continues!
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Thanks for reading and have a great Summer!
