Partnership:

INDEPENDENCE DAY: RESURGENCE and Mengniu Dairy

Description:

On behalf of client MengNiu Dairy, Reach Glory negotiated with 20th Century Fox for brand integration and promotional rights with its 2016 summer film Independence Day: Resurgence. Reach Glory selected this film because of its blockbuster potential, likely Chinese release and important Chinese story elements and casting.

And, as one of the film's key partners, Mengniu promoted its "Moon Milk" line in a film-themed campaign coinciding with the movie release.

The filmmakers created a TV spot that built on Mengniu's product integration, taking place in the same moon base commissary wth one of the film leads, Travis Tope, using Mengniu Moon Milk as his key prop to demonstrate how he won a space battle.

The second bonus video is a behind-the-scenes interview of the film director Roland Emmerich. Mr. Emmerich explains how important it was to work with a Chinese brand such as Mengniu and how his art department created the futuristic Moon Milk vending machine featured in the Earth Defense Station on the moon.
Partnership Opportunity:
INDEPENDENCE DAY: RESURGENCE/Theatrical
Company:
20th Century Fox Filmed Entertainment
Partner/Category:
Mengniu Dairy /Beverages
Timing:
2nd Quarter 2016
Target:
Kids (6-11)
Tweens
Teens
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Promotional Elements:
On Pack
POP Display / End Cap / Shelf-Talker
Media Elements:
Online
Product Placement
Social Media
TV Spot
Created On:
2020-11-30
Last Modified on:
2017-05-16
Companies Involved
20th Century Fox Filmed Entertainment
Kathy F
Kathy F Corporate Alliances & Integrations AGBO Films
Tuck

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