Hershey’s, First USA Visa Aboard for Bond Set – Brief Article
T. L. Stanley
MGM Home Entertainment, leveraging the marketing blitz planned for the next James Bond feature film in November, will launch a video and digital video disk collection with cross-promotional partners Hershey’s and First USA Visa.
The deals are part of an overall $5 million-plus push for the vid collection of Tomorrow Never Dies, Goldeneye, Goldfinger and other Bond classics, timed to coincide with the release of movie No. 19, The World is Not Enough. Hershey’s will tout the promotion on 8 million candy packs with a sweeps offer giving away trips to exotic locations from Bond films, and via POP at 6,000 movie theaters. An instant-win game, with game pieces distributed by both partners, also supports; prizes include a trip to the Bahamas, a years supply of Hershey’s, Omega watches, licensed merchandise. First USA Visa will offer a free Bond vid to card applicants. Support: 1 million direct mailers, a 4 million-circulation FSI in October, inserts in all Bond vids and DVDs. An online sweeps, dubbed 007 Cyberspace Adventure Game, gives away a trip to England and a ride on a fighter jet from Tomorrow. MGM plans a $3 million-plus in media–network and cable TV; print in People, Entertainment Weekly, In Style, and radio-plus-sweeps in the top 10 markets.
Are TV stars on an exaggerated star trip? With a plethora of not just A-list talent, but B-and C-level carving out endorsement deals with corporate America for products ranging from cosmetics to call-around plans, some network execs say it has thrown a wrench in their ability to put together promotional deals for new and returning shows. There are, so far, noticeably fewer cross-promos set for fall at the major nets, and the ones that have been forged revolve around the full schedule, not a particular show. NBC, whose deal last year with Revlon included placement of the marketer’s new brazen-berry color on a sitcom star during premiere week, stayed away from such alliances this year, although it has reupped with United Airlines and Radio Shack and plans an interactive CD-ROM for a fall preview (Brandweek, July 12). “It’s gotten increasingly tougher to do advertiser tie-ins because of talent issues,” said NBC evp-advertising and promotion John Miller. The net will confine most sponsor deals to event movies an d miniseries with large casts.
Fox has focused its promo links on animated properties, such as, the upcoming new campaign with Nestle’s Butterfinger around The Simpsons’ 11th season. “Animated characters don’t ask to be paid,” said Fox svp-promotions Katie Chin. Real-life TV stars, mimicking their film counterparts, increasingly do.
Headhunters are combing Hollywood and beyond for CMO candidates at Universal Music Group, which became the largest music company in the world after the Polygram acquisition, with a specific question: Just how much does music course through your veins? “There has to be a major personal, emotional connection to music,” a headhunter said. “They want somebody who was in a garage band in college.” In other words, if you only got as far as crooning in the shower, you need not apply.
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