Robots The Movie brings $150 million in Promotional Tie-ins
Brands are lining up to promote Twentieth Century Fox’s upcoming film Robots The Movie, which hits theaters nationwide on Friday.
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| Brands are clamoring to tie-in with the new Robots The Movie, which hits theaters Friday |
Robots introduces audiences to Rodney Copperbottom, a robot armed with a talent for invention who embarks on a journey to meet his hero and improves the lives of fellow bots along the way.
Already, the film has over $150 million in promotional support from numerous partners and brands, said Lisa Licht, senior VP-feature film promotions, Twentieth Century Fox.
“We’re thrilled with our partners and the level of execution they’ve dedicated to get the
Robots message out,” Licht said.
Consumer products company Sunbeam signed on with
Robots for its first-ever movie tie-in. As part of the promotion, consumers who buy specially marked Sunbeam brand toaster ovens, toasters, mixers and irons, will receive one of three exclusive
Robots-themed premiums based on main characters from the movie.
Sunbeam toaster ovens and toasters will feature a “Piper” toast imprinter that includes a removable action figure. Sunbeam mixers will feature a “Rodney” cookie cutter and a removable action figure. The brand’s irons will include a colorful
Robots iron-on patch. A coupon book packed in Mattel
Robots toys will offer rebates on Sunbeam appliances and provide details about the
Robots pack in premiums.
“We are continually evolving our marketing strategy to enhance the relevance of Sunbeam as a family friendly brand with consumers, and movie tie-ins are a great way for us to do just that,” said Mary Ann Knaus, Sunbeam’s senior VP-strategic development and global marketing, in a statement. “We see
Robots as an inspirational story about an innovative character that brings people together by creating simple solutions to make life better. The theme underscores the essence of the Sunbeam brand.”
In addition, the manufacturer is offering the Sunbeam Everyday Solutions Contest, which invites kids ages five to 16 to create a practical invention that makes life easier for their family. To enter, kids must write an essay of 100 words or less that describes the invention and how it will help solve household solutions. All essays will be judged on their functionality, creativity, originality, feasibility and invention name.
Two grand-prize winners will be selected on May 15. Each winner will receive a four-day, three-night trip to New York City, $500 spending money, a private tour of Blue Sky Studios and a meet-and-greet with the director of
Robots.
The contest runs through Apr. 30. Print ads and Internet materials will support.
Twentieth Century Fox and Blue Sky Studios, Inc. have teamed up with The Kellogg Co. to bring
Robots to breakfast tables. Consumers who buy specially marked packages of Apple Jacks, Cocoa Rice Krispies, Corn Pops, Froot Loops, Honey Smacks, Frosted Flakes, Rice Krispies and Tony’s Cinnamon Krunchers will receive one of six different
Robots Racers toys in packages.
In addition, specially marked packages of Kellogg’s Pop Tarts toaster pastries offer consumers an in-pack
Robots CD-ROM. The CD-ROM includes a build your own robots component, screensavers, action e-cards, behind the scenes of
Robots and printable activities. The offer is available while supplies last.
Kelloggs is also offering
Robots-themed packaging on its snack products including Keebler.
Burger King is offering
Robots-themed premiums as part of its kids’ meals. Consumers will receive one of 10 toy premiums based on the movie. The promotion will continue until supplies last. The Burger King Web site at
BK.com also carries a Robots-themed game where players can receive special prizes, including wallpaper for the computer or a desktop buddy based on movie characters.
Cold Stone Creamery is touting a new flavor of ice cream as a direct tie to the movie. The creation, Rodney Copperbottom’s Crazy Crackling Cotton Candy Concoction features cotton candy-flavored ice cream with rainbow sprinkles, marshmallows and strawberry pop stones. Characters from the movie will be featured in-store. The ice cream will be available through Mar. 31.
That’s not all. The U.S. Postal Service plans to theme its cancellation stamp around the characters from the film to be used on three billion envelopes. About 40,000 post offices nationwide will be themed with
Robots material at P-O-P.
Rayovac Batteries is offering consumers a free collectors’
Robots toy offer with purchase. Consumers who redeem the offer will be entered into a separate Rayovac
Robots sweeps.
Consumers 18 and older can also enter online at
Rayovac.com and complete the entry form. The sweepstakes offers a grand prize of a life-size robot, which includes a remote control, scrolling message display, a nine-inch color monitor, CD/DVD player, camera, and two-way audio, worth $20,000. Daily prizes consisting of a Vivendi Universal Game, a
Robots video game, a
Robots toy from Mattel, T-shirts and a hat.
A random drawing will take place on May 9. Internet and on-pack materials support. Madison, WI-based Rayovac sponsors.
Many other brands are also promoting tie ins to the movie, including America Online, which is using a 1.6 million piece direct mail campaign with
Robots-themed CD-ROMS that feature a game and desktop icon. Val-Pak is offering
Robots-themed packing on its 40 million envelopes with a sweepstakes.
