American Airlines recently teamed up with Paramount Pictures for a comprehensive product placement deal in the movie “Up in the Air.”

So far, the movie has raked in more than $70 million and a Golden Globe award. And experts say that the deal paid off for both parties involved.

“American Airlines didn’t pay a penny, and they got enormous favorable publicity, and in return, Paramount saved a lot of money to make their movie,” explained Daniel Howard, a marketing professor at Cox School of Business at Southern Methodist University.

Jason Reitman, the director of the project, said that he was not going to settle for a fictional airline. Scouts quickly recommended American Airlines for the role.

Initially, the airline was a bit reluctant to join the project. 

“It was a little difficult, I’m not going to lie,” said Billy Sanez, director of advertising, promotions, and corporate communications for American Airlines. “But I think the benefits really outweighed the small risk on the marketing side.” 

What secured the deal was that the production company did not want any money for the deal. All the company wanted was access to airports, planes, and a little help in marketing. In the end, the deal became beneficial for American Airlines.

“Not only did they help us with the TSA and the planes and the employees and the uniforms, but also with the correct referencing of AAdvantage miles and other intricacies of traveling,” attested Lee Anne Stables, executive VP of worldwide marketing partnerships at Paramount.

Source: Star-Telegram
 

New Moon-themed ringtones, wallpapers, mobile games, and contests can now be downloaded by phone thanks to AT&T.

AT&T and its youth marketing division will offer this downloads to a newly dedicated New Moon mobile site.

Through the site, the fans can download ringtones and answer tones from the movie soundtrack.

Participants will also be able to play a Twilight game and download wall papers featuring the main characters of the upcoming sequel.

AT&T will be partnering with Hot Topic for the sweepstakes contest, where participants will be able to find clues and collect passport stamps for a chance to win a trip to Italy. Leading up to the premiere, daily clues will be released which will instruct participants to text a particular keyword to AT&T. In return, an exclusive URL for AT&T subscribers will be sent to the participants.

The company’s youth marketing team even created a Facebook page dedicated to the film. The social networking page, includes a “Create Your Coven” quiz tied to exclusive offers from AT&T.

“One of the great things about The Twilight Saga is that it appeals to a variety of target demographics for AT&T--tweens and teens, college students, young adults and beyond,” commented Chris Schembri, VP of media services for AT&T. “We are excited to be able to reach moviegoers and fans of The Twilight Saga of all ages across our three screens  wireless, PC, and TV and deliver unique opportunities like the chance to see an advanced screening of the film with a personal introduction from a cast member.”

Source: BrandWeek
 

Volvo is launching an international promotion around the movie: Twilight: New Moon.

In the movie, lead character Edward Cullen will be driving a Volvo XC60 crossover. The first Twilight movie featured the Volvo C30 3-door coupe. However, the car manufacturer was unable to take advantage of this (in a marketing sense).

“It was a missed opportunity in the first film because the car had actually four minutes in the film, which is unheard of in product placement,” commented Volvo’s national advertising manager Linda Gangeri about the first product placement. “It did really well without us doing anything, so with the second film we worked with the studio to develop a global program.”

This time around, the Swedish auto manufacturer is covering all bases. Its promotions include ads, social media, interactive games, and a cross-promotional website.

Interested fans can visit WhatDrivesEdward.com to get a chance to win a couple of tickets for the film’s premiere on November 16, where they will also get to meet the film’s cast.

The company will also be giving away a XC60 to the winner of Twilight-based puzzles, which will be launched on the site on November.
 Gangeri says that Volvo will spread buzz about its promotions through Facebook, Twitter, YouTube, and Flickr. The television advertisement will launch on November 1 and it will incorporate film images as well as plot elements.

“What we have learned is these fans for this series are so fanatical that the minute you deviate from the story in any way they are not happy,” said Gangeri. “All of the creative you see will be centered on the film, so the 30-second TV spot will use footage from the film that incorporates the car, and the online game is all about the story.”

Source: Marketing Daily

If you watched “G.I. Joe—The Rise of Cobra” this summer, then you know that Duke favorite candy is Dubble Bubble. What you don’t know is that this gum is manufactured by Melbourne-based company Confectionary Link.

The company’s National Sales Manager, Ken McLean, is proud to say that Dubble Bubble was prominently featured in the film adaptation of the classic cartoon series, which was released last month in Australia.

“We’re delighted at this exposure for Dubble Bubble— it’s almost subliminal,” said McLean. “Nothing tells more of success of a brand when it is placed, celebrated and craved in a Hollywood movie. What more could we ask for!”

McLean also mentioned that Confectionary Link is no stranger to product placement. Junior Mints was also featured in one prominent episode of Seinfeld, the TV sitcom.

“In the episode Kramer drops a Junior Mint into the stomach of a patient on the operating table of the hospital,” describes McLean. “It is hilarious, and sold a lot of Junior Mints internationally.”

Source: Reverse PR