MasterCard and Bud Tie Unique Concepts to Break Up

By Jun 08, 2006

Universal Studios’ surprise hit, The Break Up, starring Jennifer Aniston and Vince Vaughn, has provided plenty of fodder for brands to play on the trials and tribulations of romantic woes.

MasterCard has launched a fully integrated program around the film, which opened nationwide June 2, tied to its ongoing “Priceless” campaign, which launched in 1997.

The brand kicked off its co-marketing deal with The Break Up when it appeared in the film in several instances as part of a product placement deal and will continue through the film’s lifecycle including the release of the DVD.

One key component of the campaign was to add compelling content related to the film to the brand’s Priceless.com Web site, created as a “weekly guide to life’s adventures.” An offer at the site through movie ticketing service Fandango, lets visitors buy one or more movie tickets to The Break Up and get one free when they use their MasterCard. Visitors can be the first to see exclusive scenes from the romantic comedy, as well as receive special offers and a break-up survival kit.

A Regal Cinemas sweeps dangled a trip to the film’s premiere and Citizens Bank offered a two-fold program—cardholders who used their debit cards could win tickets to the premiere and cardholders who use their cards a certain number of times this month will get the DVD when released.

In a deal with Zagat, a special-edition guide was developed to incorporate ideal restaurants for breakups to help drive MasterCard usage within the dining category. The guides are tipped in to magazines in New York, Chicago and Los Angeles next to MasterCard ads.

“Some restaurants are loud so people won’t be overheard or have multiple exits to jump and run out,” said Stewart Cameron, VP-global marketing MasterCard International. “Others are out of the way since you don’t want to ruin your favorite restaurant [with a breakup].”

MasterCard selected The Break Up as a co-marketing partner because of the film’s appeal to an upscale audience that skews toward a female demographic as well as the film’s debut at a peak time for MasterCard, Cameron said.

Anheuser-Busch via its Budweiser brand debuted a Web site, NationalBreakUpDay.com just as the movie opened last weekend. The site is chock full of interactive ways to find out if your significant other is about to send you packing.

The landing page offers the following note to visitors: “No longer do you need to have an awkward, prolonged talk about how things ‘just aren’t working out.’ No more will there be a tearful diatribe about how your significant other is so much less significant than they were before. No no, there will be none of these things. We’ve made it easy for you. National Break-Up Day is the perfect excuse to bail yourself out of that sinking ship. It’s a day where we can all stand undivided nationwide, and with one voice… get divided.”

Visitors to the site can watch a movie trailer, buy tickets or download the soundtrack. They can learn the warning signs of heading toward a breakup or take a compatibility quiz. Consumers can register to receive exclusive wireless content from Universal Studios or download screensavers, wallpapers or icons. Spurned lovers can play Bowling for Vengeance by uploading photos of former boy or girlfriend that appear on the lead bowling pin and get smashed by the player with bowling balls.

The Break Up is a romantic comedy where Anniston and Vaughn start to drive each other crazy after moving in together. Pushed to the breaking point, neither is willing to move out of their condo and continue to live as hostile roommates until one finally caves. The film surprised critics by landing in the No. 1 spot in U.S. and Canadian theaters in its first weekend, with an estimated $38.1 million in ticket sales.

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