Brands and Retailers at the Movies

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Brands and Retailers at the Movies

By Institute Staff - 04/20/2016
Warner Bros. release of 'Batman v Superman' lends itself to a multitude of digital and in-store activity

A variety of manufacturers and retailers were among those partnering with DC Comics and Warner Bros. Entertainment to leverage the March 25 theatrical release of “Batman v Superman: Dawn of Justice.”

Walmart asked consumers to vote for their favorite of the two superheroes and complete challenges on a Walmart.com promotional page to earn downloadable prizes such as desktop wallpaper. A Feb. 26 circular feature and display ads on websites such as Fandango.com promoted the effort.

The promotional page also linked to Walmart’s e-commerce hub for a mass of licensed products, including exclusive Funko Pop! collectible figurines. An ad on the page promised up to $8 in TPG Rewards’ e-Movie Cash to see the film with purchase of qualifying titles via the retailer’s Vudu digital entertainment service from March 15-28.

Another ad on the page promoted a national offer from Dr Pepper Snapple Group dangling $5 toward a movie ticket (via Fandango) with purchase of three qualifying Dr Pepper SKUs from Feb. 1 through April 15. The brand also tied in to the film by releasing limited-edition cans depicting central characters that consumers could scan with the Blippar mobile application to access digital prequel comic books.

In stores, side panels, half-pallets and floorstands plugged Walmart’s promotion, the latter two merchandising related films and licensed toys in Action Alley. The retailer’s main racetrack also housed pallets stocking General Mills’ limited-edition “Superman Caramel Crunch” and “Batman Chocolate Strawberry” cereals packaged with promotional comics.

Walmart additionally joined with PepsiCo’s Doritos to stock exclusive “family fun mix” multi-packs offering access to a digital prologue comic. Each multi-pack also gave shoppers three bonus entries into the brand’s national “Choose Your Side” promotion. From Feb. 21 to April 23, on-pack codes from the multi-packs or nationally available promotional packages of Doritos granted entry to a Batman or Superman instant-win game awarding various electronics and experience packages. Each entry also earned participants bonus points they could accumulate to claim prizes such as licensed merchandise.

An account-specific overlay for Target running March 7 through April 23 had the retailer exclusively stocking 10-ounce bags of “spicy sweet chili” flavored Doritos. Codes on the bags gave participants two entries to the national promotion and one entry to vie for Target-specific prizes spanning Batman or Superman statues, some signed by the film’s director. In-aisle floorstands and display ads on websites such as YouTube.com supported the effort. The exclusive SKU was plugged in the retailer’s March 27 circular. The retailer also stocked licensed toys on a dedicated endcap outfitted with a header promoting the film.

Best Buy dangled a $5 store gift card with purchase of $30 worth of participating Warner Bros. home videos. In stores, endcaps merchandising qualifying SKUs were outfitted with headers touting the film and the incentive. On BestBuy.com, the retailer instead offered up to $8 in e-Movie Cash toward a ticket to see “Batman v Superman” with purchase of various Warner Bros. titles. The retailer’s DC Comics landing page was outfitted with a skin promoting the new title and inviting pre-orders. Paid Google search ads linked to the page.

Delhaize America’s Food Lion dangled a Fandango ticket (valued at up to $10) for the film to MVP loyalty cardholders with purchase of three licensed SKUs from Dr Pepper Snapple Group, Kellogg Co. or PepsiCo from Feb. 17-23. Shoppers received a code at checkout redeemable on a promotional page through April 30. A circular feature, email ad, as well as Facebook and Twitter updates supported the effort. In stores, national floorstands merchandising eligible Kellogg products were positioned near checkout.

Albertsons’ chains similarly offered a free Fandango ticket. Shoppers who purchased $12 worth of eligible items including Doritos, Dr Pepper and General Mills’ Honey Nut Cheerios from March 16-31 received a checkout code redeemable online. Wobblers promoted the incentive in stores. Chain email blasts and social media updates supported the effort.

Lowe’s put its own twist on efforts to tie in to the film, leveraging NASCAR’s promotional partnership to invite shoppers to register their children to build a toy wooden replica of driver Jimmie Johnson’s No. 48 Lowe’s-sponsored Superman Chevrolet car during “Build and Grow” clinics staged on March 24. Johnson’s vehicle was adorned with a Superman-themed paint scheme at the Auto Club 400 NASCAR Sprint Cup Series race on March 20 in Fontana, California, while fellow driver Dale Earnhardt Jr.’s car sported a Batman-themed paint scheme.

Bilingual posters positioned at registers, the customer service department, entrances and exits plugged the clinic. A circular feature, Facebook update and email ad directed shoppers to a registration page for the event. Lowe’s also sold a wooden kit replica of Earnhardt Jr.’s Batman car online.