In 2009, Daniels and Roberts and luggage manufacturer Travelpro collaborated on a product placement deal that dreams are made of! A multi-channel, integrated and viral consumer promotion that could drive traffic and increase sales for our specialty and mass market retailers while increasing brand awareness and our customer database for future relationship marketing use.
Working together with Paramount Pictures and other high profile movie partner brands including American Airlines, Hilton and Hertz, we developed a Sweepstakes promotion with a Grand Prize of a trip to HOLLYWOOD, a stay at the Beverly Hills Hilton, HOLLYWOOD TOUR, and more. A Sweepstakes marketing kit was supplied to all retailers that consisted of promotional POS as well as movie poster, banner, print ad, online banner ad and email campaign to be marketed directly to their customer databases. But that’s not all! We paired this with an extensive CPC and CPM online ad campaign that targeted entertainment and travel web sites and social networking sites…all leading to an experiential Sweepstakes allowing for entry into the Sweepstakes ultimately building an enormous database for Travelpro to re-engage as recipients of future promotional offers! “UP in the Air” was a HUGE success…opening weekend garnered an average of $78K per theatre as compared to the number one box office draw at $6K per theatre. Sweepstakes entries were over 77000 individuals. Brand exposure to the max due to all of the publicity surrounding the film’s success…a perfect example of product placement done right…now all we have to do is sit back and wait for Oscar night!
