Sony lines up giant Spider-Man 3 campaign

[Canada]

They would be stupid not to have a huge Spiderman/Blu Ray campaign.

[TorpedoShockwave]

Go Sony!!!

[gvortex7]

Originally Posted by Matt X

Nutella??? Isn't that like a weird peanut-butter type stuff (and altogether not that popular)? Dang Sony - do a promo w/ Pabst Blue Ribbon an' a bucket o' fried chicken - then you'll have my attention.

Just so you know, Nutella is one of the most famous bread spreads in the world. It is a hazelnut spread. It is fairly popular in the US, but is the absolute #1 everywhere else. Even though I grew up eating it at breakfast in Europe, and I love it, I just can't really eat much of it anymore because of the high fat content.

Anyway, trust Sony on this one. They made the right move. Also, gotta think beyond the US a bit sometimes, as Spidey 3 did gross over $550 million dollars world wide.

[PaulGo]

The Biz: Spider-Man, Spider-Man Sells Whatever A Spider-Man Can
September 17, 2007

PETER Parker will be joined by Papa John's Pizza, Jolly Time popcorn, Pringles and Nutella for the home entertainment release of Spider-Man 3 on DVD, Blu-ray and PSP when it swings into action Oct. 30.

Studios in general are putting more consideration into marketing and promotional pushes for their home entertainment releases. Sony's efforts for Spider-Man 3 will be part of a massive media campaign and publicity blitz expected to generate more than 8.5 billion impressions and ensure the presence of Spider-Man, aka Peter Parker, everywhere throughout the holiday shopping season.

Sony cast a wide net out to brands whose demographics were as broad as the film's. All partners are new to the DVD launch except for Pringles, which also paired with Sony for Spider-Man 3's theatrical re-lease in May. Total efforts from the studio and partners to promote the DVD will comprise several million dollars in marketing.

"Because the Spider-Man franchise spans a wide age and psychographic demographic, we had a lot of promotional partners to consider," said Lexine Wong, senior-evp Worldwide Marketing at Sony Pictures Home Entertainment, Culver City, Calif. "We chose those brands that could encapsulate Spider-Man 3's brand essence while promoting its availability on DVD/Blu-ray at our DVD retailers as well as directly to consumers in other channels of distribution."

Papa John's Pizza will support the release with national and local spots on network and cable TV, via Z Group, Fort Lauderdale, Fla., which will feature scenes from the film. Support will include radio, print and online campaigns, direct mail pieces and a mobile phone promotion (still in development). The chain also will place $3-off coupons for the DVD on 10 million Spider-Man 3-themed pizza boxes around Halloween.

"We focus on DVD releases because pizza and watching at home go hand-in-hand," said Jim Ensign, vp-marketing communications at Papa John's, Louisville, Ky.

Consumers who purchase $10 or more worth of Procter & Gamble's Pringles potato crisps can mail in their proofs of purchase to receive a coupon for $5 off the Spider-Man 3 DVD. Three million packages of Pringles chips will feature Spider-Man 3 imagery, as will POP.

Jolly Time will dangle a $10 mail-in rebate on three million packages to consumers who purchase six specially-marked cartons of its microwave popcorn and the Spider-Man 3 DVD. The promotion will be supported by a print campaign targeting moms and families in such publications as Good Housekeeping, Redbook and Family Fun.

Nutella comes to market with more than a million collectible Spider-Man 3-themed jars of its chocolate hazelnut spread, supported via a print campaign and POP in 6,000 locations.

Sony also will work with Marvel licensees—such as Hasbro, Activision and Thinkway Toys—on national and retail promotional programs.

Spider-Man 3 pulled in more than $151 million at the box office during its opening weekend in the U.S. Through early September, it was the No. 1 movie for 2007 with $336.5 million in domestic receipts, per Box Office Mojo.

http://www.brandweek.com/bw/magazine..._id=1003641114