20-in-20 Movie Marketing Partnerships: Scoob!

20-in-20 Movie Marketing Partnerships: Scoob!


Date: December 28, 2020
Tags: #barkbox #best-friends-animal-society #carls-jr #color-me-mine #hardees
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Last Call is celebrating the holidays with the 20in20 countdown of the movie marketing partnerships showcasing the year’s biggest promotional properties! Each day throughout the holiday season, we will feature a dive into the major promotions put together to support the release of one of the past year’s biggest properties.

The full-length animated Scooby-Doo adventure Scoob from Warner Bros. Pictures launched May 2020.

Perhaps no business category was impacted more by the pandemic than the theatrical industry. With COVID-19 making movie theaters an unsafe option, studios had to be flexible in either delaying or adjusting their release plans. When it came to Scoob, the animated adventure based on the iconic Scooby Doo, Warner Bros. was already deep into promotion for the film that was originally slated to be released in May.

In light of theaters being closed and families needing at-home entertainment, Warner Bros. made the decision to forego Scoob‘s planned theatrical release and instead launch on digital rental services. On May 15, 2020, Scoob was made available to rent for $19.99 in the U.S. and Canada. It was also available to buy for $24.99.

The pain of this adjustment was eased by the high anticipation for the movie which had already been generated based on familiarity with the characters but also a strong marketing campaign featuring various movie marketing partnerships. Today we’re going to take a look at the movie marketing partnerships for Scoob that Warner Bros. was able to put together with Barkbox and Carl’s Jr. & Hardee’s.

Barkbox

Warner Bros. Pictures teamed with BarkBox on a pet-themed promotion celebrating the release of Scoob. The partnership consisted of BarkBox, a monthly subscription service for dogs, theming their May 2020 box around Scoob ahead of its release.

Scoob! Bark Box

Program Specifics:

The basic box package include 2 dog toys, 2 bags of treats, and 1 dental chew all themed to Scoob! In addition to the basic box, consumers had the option to either double-up their box for 2x the toys & treats or add 1 additional Scoob! Themed toy for their pet.

To promote the themed box, BarkBox created a marketing campaign highlighting all of the goodies people would receive in the box. Warner Bros. also received a large quantity of boxes to use for mailers.

CATEGORY
Pet Supplies

PROMOTIONAL ELEMENTS
Licensed Product, Branded Content, Collectible, Giveaway, Product Bundle

MEDIA ELEMENTS
Mobile, Online, Product Giveaways, Social Media, Other

TARGET
Adults
Female
Male
Teens
Tweens

Program Timing: May 2020

Carl’s Jr. & Hardee’s

Another one of the movie marketing partnerships Warner Bros. was able to put together was with Carl’s Jr. & Hardee’s. Through CDM, Warner Bros partnered with Carl’s Jr. & Hardee’s restaurants on a nationwide QSR promotion celebrating the release of the much anticipated Scoob movie, which was available starting May 15th to own and watch.

20-in-20 Movie Marketing Partnerships: Scoob

Program Specifics:

The partnership consisted of Scoob being integrated and promoted in Carl’s Jr. & Hardee’s Star Pals kids meals. Scooby was featured with the gang at Carl’s Jr. and Hardee’s for a fun Star Pals promotion. Premiums consisted of a Scoob Collar, Water Reveal, Mystery Machine with stickers and Mystery Wristband. Premiums were available while supplies last.

To support the film, Carl’s Jr. & Hardee’s themed their kid’s meal to include four custom designed premiums as well as film designed bag, in-store POP and exposure on their Star Pals website. In addition the locations nationwide, the program was extended to Mexico, Honduras, and Ecuador.

CATEGORY
Dining

PROMOTIONAL ELEMENTS
Licensed Product, Branded Content, Collectible, In-Store, On-Pack

MEDIA ELEMENTS
Mobile, Online, Signage, Social Media

TARGET
Family
Female
Kids (6-11)
Male
Teens
Tweens

Program Timing: May 2020


Last Call 20 in 20

We hope you’ve enjoyed this dive into the movie marketing partnerships from Scoob

In addition to these programs, MarketingPartnerships.com has a Partnership Gallery with over 10,000 non-profit, entertainment, and brand partnerships. VIP Members can access these additional promotional programs from Scoob and many more:

Check back throughout the month of December as our Last Call 20in20 countdown will celebrate partnership activities from some of the year’s biggest Film, TV, Music, Gaming, and Non-Profit Organizations!  


MarketingPartnerships.com

If you like the types of partnerships profiled here, MarketingPartnerships.com features over 10,000 partnerships and 2,000 TV spots from past programs. This unique community features galleries dedicated to the people, properties, partnerships, and companies driving the partnership marketing business.

Stay connected to the brand and entertainment marketing community throughout the year! Basic membership on MarktetingPartnerships.com is free to all brand and entertainment marketers and introduces members to over 1,000 promotional opportunities from major entertainment companies, non-profits, and more.  In addition to marketing opportunities, Basic Members may access featured research from our Partnerships, Videos, and People Galleries. 

VIP Members have unlimited access to all of this partnership information as well as all of the people, properties, and companies that make up this unique community of over 7,500 marketers.


Posted by: Earl Schultz

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