Branded movie toys, tray liners, bags, cups... Even special menu items are created when restaurants and Hollywood get together for brand integration deals. Is it overkill?!
Captain America Coolatta at Dunkin Donuts, Copyright Marvel Entertainment, All Rights Reserved
Not at all! From a consumer standpoint, they relish the opportunity to receive branded items from blockbuster movies, especially young kids and tweens. The perception is they are receiving limited edition items that are cool (or "sick" as the tweens like to say). As far as menu items go, that's just more added value in the eyes of restaurant patrons. The "special item" is something new to try that will only be on the menu for a short period of time.
For the restaurants, the key initiatives are usually branding and incremental sales. From a branding standpoint, having the integration and extended affiliation via a cross promotion is extremely valuable. Partnering with high profile feature films position their brand as "entertainment savvy," driving consumer awareness and impressions up for the duration of the program. At the end of the day, creating incremental sales is how these programs are judged. Were they creative enough to drive traffic to their locations?
More so than not, both the restaurant operators and motion picture studios end up hitting a home run!
No comments:
Post a Comment