Question

Topic: Advertising/PR

Summer Movie Promotion

Posted by Anonymous on 5/15/2007 at 11:36 AM ET 125 Points
I would love to hear some ideas on a promotional project I'm working on. My client will have significant product placement in a major movie, due out this Summer. We'll tie-in to the movie in many ways, including cinema screen advertising, toy replica's, :30 television creative/media support, :60 radio creative/media support, point-of-purchase and digital opportunities.

In addition, the movie studio will provide a limited number of tickets (roughly 300 per market) to a premiere screening of the movie. The tickets, will be provided to 50 markets throughout the U.S., which provides a local opportunity for franchisees.

My task is to come up with a unique, inexpensive promotional plan to disperse the tickets, generating buzz for the movie and my client. Do I simply give the tickets away through the clients web site...while supplies last? Or, is there another, more impactful approach?

Would love to hear your thoughts.
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  • Posted by Chris Blackman on 5/15/2007 at 11:28 PM Member
    Richard

    Ditto what Randall said, plus+

    I've had some success with similar campaigns by using the "win a movie ticket" offer to drive store visitations. Unless the main channel for your client's business is web-based, don't give the tickets away via the website. All you'll be successful at is giving away tickets.

    Instead, if the business has a physical store component, and I'm assuming it does because you have franchisees, you could generate store traffic (and, therefore, sales) by letting the market know the tickets are available by picking up an entry form at the store.

    Depending on the format of the store network structure, you might even redeem the tickets through a physical draw at each store, or else accept entries by postal mail and run the draw centrally, in each state, or some combination of these.

    The thing is, the lure of the tickets can be harnessed to generate sales by getting people to enter via a visit to a store. And increased store visits is almost always a good thing because it gives an opportunity to sell something.

    So now the media challenge is to get the message about the tickets across, and to generate store visits for a completely new reason, i.e. the competition entry. As Randall said, go see your media agency or outlet, and set up a promotional strategy to achieve that.

    Hope that helps.

    ChrisB

  • Posted on 5/17/2007 at 7:04 AM Author
    Thank you all for your feedback. I appreciate your time and effort in responding to my question. I am familiar with my demographic and certainly can tap into media sources.

    The intrinsic value of the tickets may not be enough to drive significant traffic to franchisees. Not sure. Was thinking of a "Dinner and a movie" type of promotion. Each market with have 175 pair of tickets. So, perhaps we should add in a gift card to sweeten the pot (i.e., 2 tickets and a gift card for 175 lucky winners). Or, perhaps a tie-in with a local video store chain, to give the tickets away. Am I on the right track?
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