Just one day after one of the summer’s hottest films premiered, marketers are moving ahead with promotions and tie-ins around The Walt Disney Co.’s “Pirates of the Caribbean: At World’s End.”
Backed by 13 promotional partners, the largest in the studio’s history, marketers are targeting the full slate of “Pirates” fans. Partners include Volvo, Visa, Coca-Cola, Best Buy, Circuit City, Gibson Guitars and Verizon Wireless, among others.
“There is significant support and depth in terms of the type of partners we have and the audiences we go after,” says Cherise McVicar, senior vice president, national promotions and mobile marketing, Buena Vista Pictures Marketing. “There are things that target families, things that are targeted more at adults … and pretty much everything in between.”
The marketing blitz comes after a quiet period from the studio. Rather than have marketers trickle out their own specific campaign, Buena Vista launched its full series of promotions around May 1 to better time it to the film’s release on May 24.
“We wanted to bring back the noise and excitement around “Pirates” and the film franchise and let people know ‘At World’s End’ is a new film,” McVicar says. “We just really wanted to sync up with the release of the film. It made sense for us to try to get all the partners to rally together at the same time.”
This year, Volvo expanded The Hunt to 22 countries worldwide. More than 18,000 people have signed up. Meanwhile, Coca-Cola is linking its loyalty program, MyCokeRewards, to the film, offering the chance to win a variety of prizes, including a Volvo XC90 and a tour of “Pirates” producer Jerry Bruckheimer’s movie set and a chance to see a private screening.
Visa has teamed up with Commerce Bank in a sweepstakes. Every time a card member uses their credit or debit card, they are entered for a chance to win a cash prize. Three winners will fly to New York and receive a map and key to a treasure chest containing $10,000. $15,000 or $25,000. They will go on their own treasure hunt at Madame Tussauds to find their prize.
At retail, Albertsons is offering two free movie tickets with the purchase of $25 or more on select products through May 31. Products include Kellogg’s cereals and snacks, Coca-Cola beverages and laundry detergent items. TV spots, in-store signage and circular ads support the promotion. In addition, retailers including Circuit City are offering a “Pirates”-branded gift card.