SPOT SHOT® STAIN REMOVER PARTNERS WITH 'MARLEY & ME FILM'
December 22, 2008
PROMO Xtra By Patricia Odell
It seems a perfect match. A cute little puppy and a product that removes pet stains.
That’s why the
The campaign revolves around an offer for consumers to save $5 on a ticket to the movie with the purchase of
The promotion work, developed by the Alcone Marketing office in Irvine, CA, plays out over nine months. It kicked off at the recent premiere of the film, with special invites to local buyers.
“’Marley & Me’ stood out [because] it complemented our target audience and was coming out around the holiday timing, which was the same timing as our distribution in the marketplace,” Patricia Olsem, the marketing
director at
The film, taken from a best-selling nonfiction memoir by John Grogan and starring Owen Wilson and Jennifer Aniston, relays the tale of the Labrador named Marley that takes over their lives.
Print ads run in a number of publications fitted to the products’ core demographic, including Good Housekeeping, Family Circle, Better Homes and Gardens, People, and Prevention. An FSI drops around the opening of the film on Christmas Day. The target audience is environmentally conscious moms, 56% of whom own a pet.
At grocery stores across the country, customers will learn about the special offer through P-O-P and by promos on their cash register receipts. Anyone who buys the product will get a coupon at checkout that tells them where to redeem the offer.
“The household cleaning category has typically promoted via traditional vehicles such as FSI and coupon/discounts,” said Heather L. Eichele, an account director at Alcone. “A partnership with a film provided a way for
At www.SpotShot.com a promotion plays up the $5 offer and a links to a microsite where visitors can learn about the product and watch a movie trailer.
A public relations effort includes ticket giveaways through local radio promos and some blogging.
The campaign also ties to a sponsorship of Fox Film’s tour with Marley trainer Mark Forbes that will include product giveaways. And sponsorship of the latest versions of the book, “Marley and Me,” includes incorporating
the
The
Source: PROMO Xtra