Coke, Ann Taylor, Others Partner with ‘Hairspray’
Big-name brands including Coca-Cola, Carnival Cruises, and Ann Taylor Loft are putting their marketing muscles behind New Line Cinema’s upcoming musical comedy “Hairspray.”
Carnival Cruises is featuring “Hairspray” activities on board, including a “Hair-aoke” contest, dance lessons and a tween club “Hairspray” sock hop on its 22 ships.
Travelers can don wigs and sing karaoke or take dance lessons to learn moves from the film. Prizes, including movie tickets and co-branded merchandise will be handed out.
It’s the first time Carnival has tied-in with a movie. The promotion is expected to reach millions of consumers in July, New Line Cinema said.
“The whole theme is embracing the joy of the movie,” said Lance Still, executive vice president of national promotions for the studio. “It’s a way for consumers to engage with the movie without being outright advertised to.”
In addition, customers who book a cruise online at Carnival.com/Hairspray through July 31 have a chance to win a trip for four to New York to see “Hairspray” on Broadway.
Toys R Us will host a private signing event on July 17 at its Times Square store in New York City to mark the launch of the “Hairspray” fashion doll line. During the event, fans can meet stars from the movie, including Nikki Blonsky, Amanda Byrnes and Brittany Snow.
New Line Cinema has event tapped a hair salon to support the film.
Sebastian Professional hair products is selling 1 million cans of limited edition “Ultra Clutch” Shaper Hairspray, the official hairspray of the movie. The company is handing out brochures tied to the flick, which offers hair styling tips. In-store signage, branded appointment cards, Web site content and print ads in W magazine, In Style, Allure and Entertainment Weekly support the promotion.
For its part, Cover Girl is running a special tie-in around its Queen Latifah cosmetic line. Print ads in In Style, Elle and other female-targeted magazines support the tie-in. This month, the company rolled out a movie-themed FSI with $1 off coupons for its eyewear products.
Coca-Cola is releasing 8 million co-branded cups for use at movie theaters, which will tie in to its MyCokeRewards loyalty program. The company has also created theater displays and on-screen ads promoting “Hairspray.”
Circuit City is offering a free DVD with behind-the-scenes footage with any entertainment software purchase. About 150,000 DVDs
Ann Taylor Loft rounds out the support featuring original costumes and props from the movie in its New York store windows at 42nd Street and Broadway. The retailer is also running a sweepstakes offering the chance to win a private screening to the film.
The sweepstakes at AnnTaylorLoft.com/Hairspray runs through July 22. In-store signage and counter cards support the promotion.
Unlike other tie-ins, the Ann Taylor Loft promotion is subtle. “You have to discover It.,” Still said. “Retail-based promotions are really important because they resonate with the consumer in a way that traditional advertising doesn’t always.”
“Hairspray” follows the John Waters’ cult classic about starstruck teenagers on a local Baltimore dance show. The movie hits theaters on July 20.
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