Partners Flood Ice Age: The Meltdown with $100 MM in Tie-Ins

Posted on by Chief Marketer Staff

Brands are lining up with a host of offers to build excitement around next week’s release of Ice Age: The Meltdown.

Twentieth Century Fox has secured more than $100 million in promotional support from consumer packaged goods companies, a QSR, Fox Broadcasting Co. and other media outlets to highlight the second installment of the animated film, which opens nationwide on March 31.

“What these partners help us [achieve] aside from transferring the property and putting them directly in consumers hands, is create a sense of urgency that this is an event,” says Rita Drucker, VP-feature film promotions, Twentieth Century Fox. “They translate the movie property into a way that consumers can directly interact with.”

For example, Kellogg Co. is building buzz globally with a variety of mail-in and in-pack offers for Ice Age-branded merchandise. In the U.S., the company including a pop-up tent, a “Scrat” snack bowl, an Ice Age Frisbee, a “thawmometer,” blanket and ice slider toys. Consumers can find the offers on specially marked packages of Kellogg cereal (Apple Jacks, Coca Krispies, Froot Loops, Honey Smacks, Frosted Flakes, Pops, Rice Krispies and Crispix), Eggo waffles, Keebler Chips Deluxe, Keebler E.L. Fudge and Pop-Tarts. The offers are available through March 31, 2007 or until supplies last. On-pack materials support.

In Canada, Kellogg is distributing Ice Age-branded winter apparel (gloves, headbands) inside marked packages of Frosted Flakes, Froot Loops, Corn Pops, Rick Krispies and Rice Krispies Squares. In addition, Kellogg is offering Ice Age-branded ear-warmers with proofs of purchase from Eggo Waffles and shipping costs.

Ralphs California-based grocery stores are dangling a $16 American Express entertainment movie card that loyalty club members can use toward movie theater tickets or concession items. Consumers who buy $40 worth of products from participating brands using their Ralphs Club Card through April 4 will receive the American Express card. Direct mail and in-store signage support.

ConAgra Foods is out with an instant-win game dangling Ice Age-themed toys and games. Specially marked ConAgra Food products (Chef Boyardee, Peter Pan, Snack Pak and Hunt’s) will drive consumers to ConAgraFoods.com/ia2. There, consumers can enter UPC codes from ConAgra products and register to play the game.

Six hundred first-prize winners will receive a Goin’ Nutz Scrat Mattel toy; lesser prizes include Ice Age 2: The Meltdown PlayStation 2 video game and the Ice Age Super Cool DVD. The game, which is open to consumers 13 and older, runs through May 26. Eprize, Pleasant Ridge, MI, handles.

In addition, the National Frozen and Refrigerated Foods Association has teamed up with Ice Age: The Meltdown to celebrate National Frozen Food Month this month featuring Ice Age characters. The efforts marks the first time the association has partnered with a major motion picture. In-store signage support.

Beyond CPGs, Burger King restaurants has launched a global BK Kids Meal promotion tied to the film. In the U.S., consumers will receive one of 10 Ice Age premiums in their BK Kids Meals through April 23 or until supplies last. The QSR is also offering an Ice Age 2 desktop game, wallpaper and a video game trailer at BK.com. TV spots, online materials and in-restaurant P-O-P support.

“The original Burger King promotion for the debut of Ice Age in 2002 was a big hit with our restaurants guests and we knew that this sequel would have even more of what everyone loved about the first filmcomedy, action and spectacular visuals,” said Brian Gies, VP-marketing, Burger King Corp. “Not only are the Ice Age 2 characters a lot of fun, but the values that they posses are something that families with kids can really appreciate.”

Under a separate promotion, consumers who spend $15 or more on Ice Age 2 Mattel items at Toys ‘R’ Us will receive $5 in Burger King Burger Bucks.

For its part, Val-Pak will highlight the movie on 41 million packages of its co-op mailers. “It’s a great way to get into homes,” Drucker said.

Video game publisher Vivendi Universal Games is out with a new game tied to the film. The game is available on Xbox, Nintendo Gamecube, Game boy Advance, Nintendo DS and PC. As part of its promotional support, Vivendi is running an online sweeps dangling a chance to win an Ice Age: The Meltdown prize pack. Consumers 13 and older can register online at Promos.vugames.com/iceage2sweeps. The sweeps runs through April 14. Online materials support.

On the smaller screen, the National Basketball Association is lending its support with a custom I Love This Game TV spot featuring the character, Sid. In addition, Ice Age character Scrat will make a special appearance on the March 26 episode of Fox’s animated comedy Family Guy. Ice Age character Sid the sloth will host a night of programming on the same night.

In the film, the Ice Age is coming to an end, to the delight of the animals. But Diego, Manny and Sid soon learn that with the warming climate the huge glacial dam will break. The three unite on a mission to warn others.

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