Snapshot of a scene in SPEED RACER(2008).
© Warner Bros.
WB Planning Tie-in Bonanza for SPEED RACER
By: Jarrod Sarafin, News EditorDate: Saturday, January 26, 2008
Source: Variety
Normally wouldn't report this because really, who cares about most tie-in promotional campaigns...Still, it's the number which caught my eyes here in the latest news from Variety. The trade reports that Warner Bros. has activated an eye-popping upcoming campaign for Speed Racer, due to it's G-rating, which comes in around 80 million dollars in marketing alone.
"You have to open big," producer Joel Silver says. "You have to let them know you're out there. The only way to make a lot of noise is to have people shout from the rooftops. ('Speed Racer') was an opportunity to do something we've never done before."
Here's what the trade had to say on the individual deals...
LEGO creating four playsets based around the film.
McDonald's offering separate Happy Meals for boys and girls.
Target, which rarely does film promotions, coming aboard as the pic's official retail partner and, in addition to in-store ads and circulars, offering a gift card that enables consumers to access exclusive footage from the film;
General Mills stamping Speed Racer imagery on packaging of its cereals and other brands like Betty Crocker cookie mixes, Old El Paso Mexican foods and Fruit Gushers.
Puma designing Speed Racer-themed shoes;
Overseas, Japanese tiremaker Yokohama Rubber Co. and auto parts retailer Autobacs, as well as Brazilian oil company Petrobras and Mexican snack-food maker Bimbo, among others, will also push the pic through ads and other tie-ins.
What do you think, Maniacs?
