'Spider-Man' Getting $100M Launch on DVD/Home Video
The campaign will include various efforts by Columbia TriStar and separate promotions with Cingular Wireless, Dr Pepper, Carl's Jr./Hardee's and other marketing partners. All aspects of the campaign are scheduled to begin in October and early November.
Cingular Wireless will sponsor a major consumer promotion supported by mass media. Elements will include a Spider-Man phone bundle similar to the one Cingular offered for the May release of the movie, a DVD-ROM online event and a national sweepstakes.
Dr Pepper will promote the release on more than 150 million products and conduct a national sweepstakes instant-win offer.
Beginning in mid-October, participating Carl's Jr. and Hardee's restaurants will offer Spider-Man 44 oz. collector cups. The partnership also will feature a Cool Kids Combos Halloween bucket. Both will be supported with in-store merchandising.
As for Columbia TriStar, it will run campaigns before and after the DVD and home video release. The prerelease effort will include outdoor marketing and 15-second and 30-second spots on national network, cable and spot-market television, said Suzanne White, Columbia TriStar vice president of marketing.
A major effort will break on the release date continuing through the holiday shopping season and into the new year, she said. It will include a print effort in Entertainment Weekly, People, The Source, Premiere, Teen People and other magazines.
Television ads will run during events such as the World Series, college football and Monday Night Football. Those spots will air on primetime network television. Other television efforts will include commercials on syndicated, late-night and children's programming; and targeted national cable networks/programs.
Rounding out the campaign will be a multi-level radio buy in the top 36 markets and outdoor and mall presence including billboards and bus shelters.