Partnership:

TRANSFORMERS: REVENGE OF THE FALLEN and Kmart

Description:

Paramount Pictures and Kmart teamed up to promote the theatrical release of TRANSFORMERS: REVENGE OF THE FALLEN from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, Inc. Beginning June 7th through Father’s Day on June 21st, Kmart encouraged consumers to “Transform Your Dad” with a variety of merchandise and offered 2 free movie tickets to see TRANSFORMERS: REVENGE OF THE FALLEN with a $50 menswear purchase. Kmart supported the promotion with a national television spot (in both English and Spanish) highlighting men’s apparel, the movie ticket offer and the film. A micro-site at www.kmart.com/transformers was where consumers could redeem codes for movie tickets, download TRANSFORMERS: REVENGE OF THE FALLEN-themed content, watch movie trailers and purchase TRANSFORMERS merchandise. For the second half of the promotion, June 22 – July 4, Kmart teamed-up with Hasbro to create a dedicated TRANSFORMERS destination boutique. “Headquarters for TRANSFORMERS” were located in the front of each Kmart retail location and housed everything TRANSFORMERS: toys, video games, men’s and boy’s apparel, bedding, and much more. Additional support included circular advertisements, email blasts, signage, in-store radio and TRANSFORMERS-themed gift cards. And for the first time ever, Kmart created a 24-page movie-themed comic book which was distributed in select theaters during the promotional period. The comic book was the movie adaptation of TRANSFORMERS: REVENGE OF THE FALLEN and included several Kmart ads highlighting the movie ticket offer and TRANSFORMERS licensed merchandise.

Partnership Opportunity:
TRANSFORMERS: REVENGE OF THE FALLEN/Theatrical
Company:
Paramount Pictures
Partner/Category:
Kmart /Retail
Timing:
July 3rd Quarter 2009
Target:
Teens
Family
Adults
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2016-12-09
Companies Involved
Tuck

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