Piaggio, Hasbro Roll Out ‘Transformers’ Promotions
Piaggio Group Americas is kicking off a marketing campaign tied to Paramount Pictures’ upcoming release of “Transformers” for its Vespa scooter brand.
Under the campaign, Piaggio will hold a national open house at dealerships from June 14 to June 24. Consumers who register to receive Vespa e-mails and bring their confirmation coupon to more than 100 participating dealerships to test drive a scooter will receive a free movie ticket to see “Transformers.” Mini move posters will also be distributed.
Dealerships will promote the offer via posters and displays.
Piaggio has also launched a sweepstakes offering the chance to win a Vespa scooter. The promotion at VespaSweeps.com/Contestindex3.html runs through June 30.
The campaign, in part is designed to help company boost U.S. sales.
The Beanstalk Group will handle the international licensing program for Vespa, which will be unveiled at the Licensing International Expo 2007 Show on June 19 in New York City. The 51-year-old brand has seen a resurgence of popularity in recent years, with sales doubling to 100,000 scooters in 2006 from 50,000 in 2004.
The campaign also includes print ads, which feature movie-themed creative promoting Vespa scooters. Print ads will also appeal in scooter and motorcycle publications and on the Internet.
“Piaggio is always looking for opportunities that highlight the great brands we represent,” said Paolo Timoni, president and chief executive officer, Piaggio Group Americas, in a statement. “The ‘Transformers’ movie is sure to be one of the summer’s biggest hits. We are thrilled to be integrating numerous marketing and promotional activities to support that involvement.”
“Transformers,” which premieres July 3, tells the story of dueling alien races, the Autobots and the Decepticons, bring their battle to Earth, leaving the future of humankind hanging in the balance. A nationwide rollout of the film hits July 4.
Toymaker Hasbro is supporting “Transformers” with a line of merchandise at Wal-Mart, Target and Toys R Us stores. In addition, the company has launched a contest of its own asking fans to create a “Transformer video.”
Videos must range from 30 seconds to five minutes in length and can have any theme, such as a comedy, drama, action or romance. Entries can be submitted to G4tv.com/Transformers.aspx. Sound and video clips from the original “Transformers” TV episodes are available for use in the contest.
One first-place winner gets a collectible Vacuum Metalized figure of Optimus Prime. Lesser prizes include a “Transformers” movie pack and toy collection. The contest runs through June 27.
Retailer Steve & Barry’s is out with a sweepstakes tied to the movie that offers the chance to win a trip for four to attend BotCon 2007, the official “Transformers” convention. Fans can enter in-store or online at from June 28 to July 1. The grand-prize includes a trip to the convention, VIP passes, a special pre-screening of “Transformer” and travel and hotel accommodations.
To further support the film, Steve & Barry’s is selling five designs of“Transformers” T-shirts for $7.98.
Other sponsors tying in to market the film include Mountain Dew, Burger King (PROMO Xtra, May 15, 2007).
