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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Universal Pictures Home Video / Bic Corporation |
| PRODUCT: |
Van Helsing / Bic Razors |
CHALLENGE:
Develop a national program for Universal Home Video at Albertsons to coincide with the DVD release
of Van Helsing. UHV had been very successful with releases targeted towards moms and family, but
Van Helsing had a 18 - 34 male demo and was a challenging sell-in at the grocery level.
 SOLUTION:
Our goal was to bring a brand relevant cross-promotional partner with a dynamic consumer offer to
the table. We approached Bic Razors and found that they were open to a promotion with Van Helsing
and that our promotional window fit within their Albertsons plan.
The offer to consumers was a free 3-pack of either men's or women's disposable razors with the
purchase of the Van Helsing DVD. Albertsons Corporate signed off on the buy-in of product/shippers
and the consumer offer on a national level We created customized shippers for each product - both
featuring assets from Van Helsing and Bic. The offer was included in the Albertsons, Sav-on, Acme,
Jewel and Osco circulars.
RESULT:
Both Universal and Bic had their sell-in goals met within the promotional time period. Redemption
was at the anticipated level, so both parties were well within budget for the program.
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