Partnership:

MARLEY AND ME and WD-40

Description:

20th Century Fox and WD-40 teamed up to promote the theatrical release of MARLEY AND ME with a coupon promotion. Consumers who purchased Spot Shot Stain Remover received a $5 coupon off the admission to see MARLEY AND ME in theaters. Print ads ran 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 dropped around the opening of the film on Christmas Day. Also, at grocery stores across the country, customers learned about the special offer through P-O-P and by promos on their cash register receipts. At www.SpotShot.com a promotion played up the $5 offer and linked to a microsite where visitors could learn about the product and watch a movie trailer. The campaign also tied to a sponsorship of the latest versions of the book, “Marley and Me,” including incorporation of the Spot Shot logo on the books. The promotion began at the premiere of the film in December 2008 and ran for nine months.

Partnership Opportunity:
MARLEY AND ME/Theatrical
Company:
20th Century Fox Filmed Entertainment
Partner/Category:
WD-40 /Household
Timing:
December 4th Quarter 2008
Target:
Family
Adults
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2014-08-14
Companies Involved
20th Century Fox Filmed Entertainment
Tuck

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