Paramount and Piaggio Partner to Launch Film and Scooter

Posted on by Chief Marketer Staff

Paramount Pictures and Piaggio USA, makers of the Vespa motorscooter, have partnered to jointly support the release of Alfie and the 2004 Vespa Granturismo 200 through combined national and field marketing efforts.

In the film, Alfie (Jude Law) drives a 60s-era 160 GS Vespa scooter as his stylish mode of transportation around New York City. The film opens nationwide Nov. 5.

A co-branded Alfie Vespa poster recently appeared in all 66 participating Vespa dealerships nationwide, and will be supported with field activities in local markets. A direct mail piece will drive consumers into the dealerships to pick up a free movie certificate, while supplies last, to see Alfie in theaters.

Piaggio USA has also customized six Alfie-themed 2004 Vespa Granturismo scooters that have been designed to match the vintage look of the Vespa used in the movie. The six Granturismo scooters will be used for prizing, including a national giveaway through an on-air partnership with E! Entertainment, which launched on Oct. 1, and an online sweepstakes that runs on the Alfiemovie.com Web site.

Additionally, an overlay with the high-end retailer Barney’s was also incorporated into the cross-promotion. From Sept. 21 through Oct. 18 Barney’s window campaign in NY and Los Angeles promoted the release of Alfie and included an Alfie-themed 2004 Vespa Granturismo.

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