The biggest challenge when it comes to product placement and brand integration is measuring ROI. How do we know consumers are buying because they saw a product on Entourage? Does the exposure to over 100,000,000 consumers via placements in movies, television shows and music videos translate into sales? Good questions to be answered in another blog post! So what does this have to do with cross promotions with Hollywood properties?
Cross promotions are designed to create incremental sales for brands through consumer driven marketing programs. These promotions go beyond the significant branding a product receives when featured in a movie or television show, engaging consumers with a call to action. Whether it is a gift with purchase offering a family pack of movie tickets or a product discount coupon insert in a home entertainment release, cross promotions entice consumers to interact with brands and services.
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Take for instance the recent Dunkin' Donuts/Captain America promotion. With the creation of the Captain America branded "Coolatta," Dunkin' Donuts will surely see significant incremental traffic and sales for the duration of the promotion. There is also a sweepstakes with a grand prize of a trip for two to see a Marvel Hollywood Movie Premiere. Dunkin' Donuts will receive tremendous brand recognition for partnering with this summer blockbuster, and will be able to measure their ROI.
So the answer is yes! Co-branded cross promotions are "win, win" programs that brands should explore when considering entertainment marketing.
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