Baskin-Robbins, ConAgra, Others Tie in with ‘Surf’s Up’
Penguins are making a come back on the big screen this week with Sony Pictures Animation’s film “Surf’s Up.” And Baskin-Robbins, McDonald’s and ConAgra, among others, are backing the film with full-scale marketing programs and promotions.
Baskin-Robbins has kicked off a retail promotion with movie-themed products, as well as a mobile tour and instant-win game. The specialty shop has created seven “Surf’s Up”-themed frozen treats, including two new ice cream flavors, Penguin Swirl, mixed berry ice cream and white Tutti Fruiti ice and Splish Splash, a blend of blue raspberry sherbet with blueberry ice. The line also includes the new Fruit Blast Smoothies, a combination of fruit and frozen yogurt.
Other products include Fruit Blast, a fruit drink blended with ice, Penguin Cone, “Surf’s Up” Sundae and “Surf’s Up Ice Cream Cake.” The items are available through Aug. 19.
“We try to reach consumers through multi-media vehicles and various promotional efforts,” said Scott Colwell, Baskin-Robbins’ vice president of marketing. “That includes new products and in-store merchandise.”
The “Surf’s Up” messaging and packaging plays off the themes of summer and refreshment, Colwell said.
Beyond new products, Baskin-Robbins has launched a 31-city “Surf’s Up” mobile tour. A decked-out cruiser is making stops in high-traffic locations and events nationwide to sample its ice cream and Fruit Blast Smoothies.
As part of tour, visitors can play the Ubisoft video game “Surf’s Up.” Reps will distribute hundreds of thousands of premiums, including branded lip balm, sunscreen, and coupons for a free Fruit Blast Smoothie. The cruiser, which rolled out June 1, makes stops in San Diego, San Francisco, Baltimore, Chicago and Houston.
The east coast tour ends July 16 and the west coat tour concludes July 31.
The goals behind the promotion are to “reinforce and continue to build loyalty with customers,” Colwell said.
An instant-win game at BigWaveBlast.com or BaskinRobbins.com/BigWave, offers the chance to win one of 360 prizes, including two all-inclusive trips to Jamaica and a trip for four Hawaii. In the game, players watch scenes from the film and see if the lead character, Cody Maverick successfully rides the wave.
Other prizes include Best Buy and Old Navy gift cards, “Surf’s Up” bedding and a year’s worth of Baskin-Robbins treats.
Participants can play once per day. The game runs through July 31. TV spots, banner ads and e-mails to Baskin-Robbins’ opt-in subscribers support the promotion.
StudioCom handles online creative, Schneider Associates handles PR and Norm Marshall & Associates is responsible for the Baskin-Robbins partnership with Sony and Surf’s Up and handles the online sweepstakes. VOX Entertainment Inc. acts as Baskin-Robbins mobile marketing partner.
Norm Marshal handles the promotion.
“Surf’s Up” follows teenage penguin Cody Maverick as he leaves his family in Antarctica to compete in the Big Z Memorial Surf Off. Along the way, he meets new friends and learn what it really means to win. The movie hits theaters nationwide on June 8.
For it’s part, ConAgra Foods is linking the film to three of its brands, Act II Popcorn, Crunch ‘n Munch and Kid Cuisine, with movie-themed packaging and a scratch ‘n win game. Consumers enter UPC codes from each product for a chance to win “Surf’s Up” posters, video games and coloring books.
The game ends Aug. 30. EPrize handles the promotion at Conagra.Eprize.net/SurfsUp.
McDonald’s is readying a movie-themed Happy Meal promotion with themed stickers and toys. Also starting June 8, kids can play online games and offline activities for a chance to earn digital rewards at HappyMeal.com.
In addition, Safeway is offering free movie tickets with the purchase of 10 Tropicana, Kraft Singles, Minute Maid, Horizon Organic, Sunny D, Gogurt, Pillsbury, Nestle Toll House, Dannon products this month and in July.
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