Early last month I revealed that Universal Pictures was putting together $50 million in promotional partnerships to back its $200 million Peter Berg-directed film Battleship. The studio has issued a release today formalizing the arrangements, with the specific brands I identified in the original story. Below that is a Pete Berg-directed ad for Coca-Cola Zero that first aired during the NCAA Basketball tournament:
LOS ANGELES, CA, March 27, 2012—Universal Partnerships & Licensing (UP&L) today announced it has partnered with some of the world’s most well-known brands in a historic promotional campaign to support Universal Pictures’ epic action-adventure Battleship. Initiatives to promote the upcoming film from director Peter Berg (Hancock) include unprecedented partnerships with key national brands. Coke Zero, for instance, launched one of the brand’s biggest on-pack promotions with a Battleship-themed television spot, directed by Peter Berg, that debuted last week during the NCAA® Division I Men’s Basketball Championship*. Kraft’s Nabisco brand, will promote a Battleship-themed sweepstakes on more than 10-million packages nationwide and SUBWAY® Restaurants will feature Battleship-themed materials in all of its 24,800 stores nationwide with a fully integrated campaign launching April 15, including national television support. The announcement was made by Stephanie Sperber, President, Universal Partnerships & Licensing.
Along with Coke Zero, Kraft and SUBWAY® Restaurants, partners include Chevron ExtraMile, Cisco, Hilton, Nestlé Confections & Snacks, the U.S. Navy, and the United Service Organization (USO). Partners are providing promotional support valued at over $50 million in anticipation of the film’s domestic release on May 18. These brands will roll out multi-platform campaigns – including an exclusive Memorial Day cross-promotion between partners Coke Zero and Kraft – that includes a large retail push capitalizing on the pre-Memorial Day release of the film. Campaigns will include television, on-pack, print and in-theater promotions, along with unique Battleship-themed live events. As the charitable partner with Universal, the USO (United Service Organizations) will engage its constituents in events and screenings around the movie.
“Peter Berg has created the type of all-audience event film with which popular worldwide brands such as Coke Zero, Kraft, and SUBWAY® want to partner. Their joining our campaign is a testament to the size and scope of the action he’s crafted,” said Sperber. “Peter’s mastery of all things military has also helped us gain critical support from the USO and the U.S. Navy, and we’re so proud to partner with them on programs that celebrate these crucial organizations.”
Highlights of Battleship partnerships include (in alphabetical order):
· CHEVRON EXTRAMILE
Chevron’s ExtraMile convenience stores will feature a Battleship instant-win game that will be promoted via radio, in-store game cards, as well as online with banner ads at Chevronextramile.com. In-store signage will include pump toppers, pump posters, door decals, counter cards and employee buttons.
In their first major promotional film partnership, Cisco is providing support for the film in the U.S., Europe, Asia and Latin America, including digital media and print media support and the use of Cisco TelePresence technologies for global press events and promotions.
· COKE ZERO
Coke Zero’s partnership with Universal Pictures brings together two bold, unconventional and adventurous properties. The global partnership will bring the excitement surrounding the movie to fans around the world through great promotions and exclusive programs. Battleship will come to life through special packaging on Coke Zero products and promotional in-store displays, as well as through unique ways for consumers to access exclusive Battleship-related content. Kicking off the partnership, Coke Zero featured a Battleship-themed spot, directed by Peter Berg, during the NCAA Sweet 16 ® games of the Division I Men’s Basketball Championship. Movie fans will get special access to digital games and contests to heighten the experience. Coke Zero will also partner with Kraft on joint Battleship Memorial Day retail displays and will join SUBWAY® Restaurants in a cross promotion. The partnership marks the first time Coke Zero will lead a major holiday initiative surrounding Memorial Day 2012. Additionally, a global cinema program will extend the partnership across theaters in worldwide Coke Zero markets.
Hilton HHonors, the guest loyalty program of Hilton Worldwide and its 10 distinct hotel brands, will feature a Battleship sweepstakes which will be promoted through print and online advertising, social media and targeted emails to HHonors members. The grand prize will include a 7 day, 6 night trip for two to the Hilton Hawaiian Village, one million HHonors points, $1000 Hilton HHonors gift card and airfare. In celebration of the studio’s centennial, prizes will also include 100 DVD’s from Universal’s 100th Anniversary collection.
Kraft’s Nabisco snacks and confectionary brands partnership represents a wide-ranging promotional platform across multiple snack brands, including Wheat Thins, Triscuit, Ritz Bitz, Chips Ahoy!, Swedish Fish and Sour Patch Kids. The intergrated program is supported across multiple channels including digital, couponing, on-pack, point-of-sale and a national consumer promotion for a chance to win from thousands of prizes.
· NESTLÉ CONFECTIONS & SNACKS
Nestlé Confections & Snacks will launch a Battleship promotion tied to Nestlé Crunch, Butterfinger, Baby Ruth & 100 Grand. Each will feature in-pack codes driving consumers to a Battleship-themed online game through Facebook at either Facebook.com/Butterfinger or Facebook.com/NestleCrunch. An instant-win and sweepstakes dubbed “Battle for a Chance to Win $100,000” will offer consumers a chance to win one Grand Prize of $100,000 or thousands of other exciting prizes. To spread news of the partnership program, Nestlé will run a major online media campaign and showcase Battleship-themed retail merchandising displays in stores nationwide.
With 24,800 locations nationwide, SUBWAY® Restaurants is the world’s largest submarine sandwich chain. Battleship will be featured in all SUBWAY® Restaurants locations, with limited edition Battleship cups featuring Coke Zero, Battleship film imagery and codes driving consumers online for the chance to win prizes. Extensive film-themed point of sale materials will include window posters, menu boards, and other supporting materials in-restaurant. Along with television, radio and print advertising, Subway.com will feature a dedicated Battleship microsite. SUBWAY® Restaurants will provide extensive PR outreach to promote the action-adventure and the company’s partnership with Universal.
· U.S. NAVY
Emphasizing the U.S. Navy’s recruitment initiatives, Battleship will have exposure across the country through in-cinema advertising focused on the real men and women of the Navy. Social media efforts will be found on Navy’s YouTube Channel and on multiple Facebook pages discussing life and careers in the Navy.
Highlighting its mission to lift the spirits of troops and their families, the USO, in a global cross promotional effort with Kraft, Coke Zero and Subway, will launch a PSA campaign honoring the “real heroes” –all of those who serve in the U.S. military. USO’s ON*PATROL Magazine will include an editorial interview featuring director Peter Berg. Battleship trailers and film posters will be seen at more than 100 USO locations worldwide. Digital presence will occur through social networking on Facebook, as well as the USO’s national and local center pages.
Here is Berg’s Battleship-themed Coca-Cola Zero commercial:
Editor-in-Chief Nikki Finke - tip her here.