Warner Bros. Pictures is launching a multi-million promotional campaign to support the upcoming release of the studio’s The Sisterhood of the Traveling Pants. Brands supporting the film include Levi Strauss & Co., Alloy Media + Marketing, Procter & Gamble, Neutrogena, Random House and Pbteen.
“Our promotional partners on Sisterhood of the Traveling Pants are a great and natural fit with the theme of the film,” said Jennifer Palombo, director of national promotions for Warner Bros. Pictures. “The storyline includes many relevant topics for females today and our partners’ products and services are a key part of the way they live their lives and what they interact with everyday.”
The film, which stars Amber Tamblyn, America Ferrera, Blake Lively and Alexis Bledel, hits theaters nationwide June 3.
The Sisterhood of the Traveling Pants is about four best friends who are separated for the first time. On a last shopping trip together, the friends find a pair of thrift-shop jeans that fits them perfectly. The young women decide to use these “magic” pants as a way to keep in touch with each other. Each then wears the jeans for a week to see what luck they bring before passing it on to the next person. Though apart, the four friends still experience life, love and loss together.
Through the Levi’s brand, Levi Strauss & Co. has launched a national retail program at Sears, featuring a Sisterhood jean decorating kit gift with purchase. Consumers who spend $24 or more on Levi’s products will receive a jean decorating kit. In-store signage and print ads support.
Alloy Media + Marketing is offering a new Web site at Yoursisterhood.com and a national sweepstakes to support the film. The Web site offers film editorials, interviews with the cast and author of the book series and a sweepstakes giving teens a chance to win a Sisterhood prize package.
The sweepstakes, which starts May 1 and runs June 20, offers a grand prize of an Ultimate Sisterhood Gift Bag for the winner and three friends. Banner ads and e-mail blasts will support. In addition, promotional postcards will be distributed at Delia’s stores.
Alloy Entertainment, the entertainment and publishing arm of Alloy Media + Marketing, created The Sisterhood of the Traveling Pants. Alloy Entertainment owns the underlying rights to the film and sold it to Warner Bros. for film development.
P&G brands Beinggirl.com, Herbal Essences, Always, Tampax and Pantene will support the film via a national TV campaign, print ads, FSIs, Internet materials and a premiere sponsorship. In addition, Neutrogena will feature a four-page advertorial dedicated to the film in print magazines and offer retail support at Brooks and Eckerd store with in-store circulars.
Random House Children’s Nooks, the publisher of the original The Sisterhood of the Traveling Pants will further boost the movie adding promotional stickers to books and other material in Borders, Barnes & Noble, Wal-Mart, Target, Amazon.com., Hastings, Meijers, Best Buy, Stop-n-Shop, Musicland, Price Club and AWBA-Books-A-Million stores. The company in March offered a national sweepstakes surrounding the release of the third book in the series, Girls in Pants.
Pbteen will promote the film in three summer catalogs, with a spread featuring custom designed rooms themed for each of the four lead characters and a quiz for readers based on the characters’ personalities. Pbteen.com also features movie-themed banners and screensaver and wallpaper downloads.
Consumers can log onto to Pbteen.com for a chance to win a pair of jeans, a set of three hardback books based on the property, a full-size poster from the movie and a $200 PBteen Gift Certificate. In addition, the grand-prize winner can choose a custom-fit prize package based on a movie character. For example, the sweeps offers additional prizes of a watercolor paint set with brushes and paper and an easel for the character Lena or a digital camcorder for the character Tibby. The sweeps is open to consumers 13 and older and runs through July 19. Internet materials support.
“These partnerships presented a great way for us to build awareness and help drive box office with the female audience, while offering our partners the opportunity to connect with their consumers in an exciting and meaningful way,” Palombo said.