Long Live the King
Although next month marks a quarter century since Elvis Presley last swiveled his hips, marketing behind the King of rock ‘n roll will be in full swing this summer.
Memphis, TN-based Elvis Presley Enterprises has been busy granting licenses and making arrangements for a year-long celebration of all things Elvis to commemorate the anniversary of the legendary performer’s death.
The onslaught began this spring when Portland, OR-based Nike began using a remix of Presley’s “A Little Less Conversation” in its World Cup sponsorship TV spots. It continues this month as Galax, VA-based Vaughan-Bassett introduces bedroom furniture in various Elvis styles, among them a leather platform bed (for the “Hollywood” look), and a “burning love” heart-shaped mirror and armoire (for the “Graceland” motif).
The demographics of visitors to Elvis’s Graceland home — 70 percent are under age 50, 60 percent are women, and the average household income is in the low-$50,000 range — matched perfectly with Vaughan-Bassett’s customer profile, says Doug Bassett, vp-sales and marketing.
The king of rock ‘n roll is also getting major time on the big screen. Burbank, CA-based Walt Disney Co.’s animated June release, Lilo & Stitch, features an Elvis impersonator, a visit to Graceland, and a soundtrack with six Presley songs. The Elvis impersonator even made its way into the four-week Happy Meal offer McDonald’s Corp. ran for its movie tie-in.
“When we saw the scene where Stitch dresses up as Elvis, we thought it was a great opportunity to create a special premium,” says Douglas Freeland, director of national marketing for McDonald’s, Oak Brook, IL. (Frankel, Chicago, handles P-O-P displays and packaging, while Marketing Store Worldwide, Oak Brook, IL, takes care of the premium campaign.)
Elvis Presley Enterprises is hoping the film will introduce Elvis to a younger audience, which is crucial for the longevity of the property, says director of marketing Jennifer Burgess.
Elsewhere, America Online, Dulles, VA, has established an Elvis page filled with photographs and songs for its members. Through July 18, fans can enter a sweepstakes through either AOL or elvis.com to win a trip to Elvis Week at Graceland Aug. 10-18. AOL Time Warner sibling Turner Classic Movies will feature Elvis movies in August and host an online sweeps.
Record label RCA Records/BMG, New York City, adds to the action this month by releasing a CD collection of 100 previously unreleased tracks.
That level of activity might even inspire more sightings.
