THE L.A. OFFICE PARTNERSHIP WRAP-UP
Partnership Wrap-Up
Summer 2020
PartSpring 1 2019
ThisThis exclusive exclusive report report features features partnerships partnerships from from four four of of this this year'sseason's promotional promotional marketers. events. May 22, 2020
Dear Members,
To state the obvious, this has been a far from typical time and the marketing world has most definitely felt the impact of current events. With theaters closed and people confined to their homes, many promo- tions have been stalled or cancelled altogether. However, we’re a creative bunch and have rolled with the punches! In the following report, we have highlighted several promotions that are evidence of this creativity and flexibility. As always, you can pull up thousands of programs on Marketing Partnerships, but here are a few from the current season. On the following pages, we have showcased Universal Pictures’ TROLLS WORLD TOUR, Warner Bros. En- tertainment's SCOOB! and FANDANGO, representing some of the biggest releases and participants in theatrical partnerships over the past couple of months along with a variety of recent entertainment part- nerships across a spectrum of activities. Our members are at the forefront of the growth in users and activity on Marketing Partnerships. Over the past year alone, we have added over 500 marketing promotions to the partnership tracking section. Your membership provides access to everything on the site including 10,000 partnerships and 2,000 promo- tional TV spots.
On behalf of the team at The L.A. Office, we hope you remain safe and well, and we thank you for your continued support!
Best regards, Mitch Litvak President
Claim Your Partnerships!
As you explore this report and see partnerships you may have been involved with, claim these programs on Marketing Partnerships! They look great on your profile and showcase the type of partnerships you have been involved in. As you see these partnerships, click on the buttons pic- tured to the right.
If you ever need help, we are here for you.
[email protected] [email protected]
[email protected] [email protected] In addition to the partnership profiles on the following pages, here are even more partnerships from the entertainment community you can explore: A24 | Joya Hilton | America Express
Hollister | ThredUp AC Hotel |Joya Animal Crossing: New Horizons | Boxlunch, Getty HyperX | Hit Command, Allied Esports ASPCA | United We Move Ibotta | Nestle | Dannone Atom Tickets | Snapchat Jansport | TikTok Auntie Anne’s | Coca Cola Joah | Girl’s Inc.
Avocados From Mexico | Mission Foods Jones Soda Co. | The Race All-Star Esports Battle Kidz Bop | Mattel, Harlem Globetrotters, Obe Fitness, SiriusXM, Best Friends Anima Society | 1-800-Petmeds SuperGA Boys & Girls Clubs | Cov-Aid, GoPuff, Fresh Rx Kids Lay’s | Snapchat
Brooklyn Nets | Legends Brand Logitech | Mclaren
Los Angeles Rams | Snapchat Bumble | Airbnb Campari America | Another Round, Another Rally Maplestory | Dx Racer Marvel | Kiss Chili’s |Doordash McDonald’s | BeyBlade, Joya Chip’s Ahoy | Hershey’s City of Newport | Meals on Wheels Michael Phelps Foundation | Panasonic
Code Vein | G Fuel Modern Family | Toyota
Mondelez | Steve Aoki Complexity Gaming | Army National Guard Crayola | Rubie’s Costume Company, Unilever’s Popsicle Moonpie | Amazon Alexa Cyperpunk 2077 | Steel Series Motherland: Fort Salem | Barry’s, Snapchat Dallas Mavericks | TopGolf NCOA | Airbnb DC Comics | Hershey’s Now United | Jeep
Detroit Pistons | McDonald’s Overwatch League | HyperX P&G | Shoprite Doritos | Twitch Paytouch | UberEats E.L.F. Cosmetics| TikTok Pepsi | Global Citizen Face Paintoos | Paw Patrol Popeyes | Netflix, No Kid Hungry Final Fantasy 7 Remake | Ferrero USA, Mnt Dew Regal | Moviebill, Pepsi Fortnite | Deadpool, Quibi Russell Stover | Jif, TikTok G Fuel | Faze Clan Salvation Army | Budweiser Guess | J. Balvin Save the Children | No Kid Hungry & Scholastic Hallmark & American Cancer Society Collection | CVS Sesame Street | Headspace
We would love to highlight your programs to the rest of the community! If you are an entertainment marketer, please make sure you are adding your partnerships to the site or tell us what you have coming up and we’ll keep your properties and partnerships current. Continued...
She-Ra and the Princesses of Power| Sonic
Snap Kitchen | Whole30 Snapchat | L’Oreal Special Olympics | Bing, WWE, FabFitFun Sports Illustrated | Dugout Spotify | Chiquita, Resident Advisor Sprint | Kidomi
Stella Artois | Instagram Super Mario | Lego Taco Bell | TikTok
Teen Vogue | Chipotle
The Division 2: Warlords of New York | Corn Nuts
The Hunger Games Exhibition | Swarovski The Last Dance | Facebook, State Farm The Sims 4 | Snapchat T-Mobile | Quibi Tom Clancy’s Ghost Recon Breakpoint | Duke Cannon Supply Co. UFC | Manscaped
Universal Music Group | LEGO
Valpak | Ad Council
Wendy’s | GasBuddy Wonder Woman 1984 | Doritos Words With Friends | Amazon
World Health Organization | Gaming Industry, Snapchat Zenni | Golden Guardians, Houston Outlaws and Pittsburg Knights
We would love to highlight your programs to the rest of the community! If you are an entertainment marketer, please make sure you are adding your partnerships to the site or tell us what you have coming up and we’ll keep your properties and partnerships current. For this report, we have highlighted a number of partnerships from some of the biggest promotional oppor- tunities of the last few months. Click below to view additional promotional programs associated with each.
Featured Partnerships:
Additional brand partners: Snapchat | McDonald’s | Pandora | Walmart
Featured Partnerships:
Additional brand partners: Carl’s Jr./Hardee’s | Menchie’s | Color Me Mine
Featured Partnerships: Universal Pictures partnered with PÜR to promote the release of TROLLS WORLD TOUR. The partnership consisted of PÜR launching a makeup collection inspired by the film. Universal Pictures collaborated with PÜR to create six palettes featuring six shades in- spired by TROLLS WORLD TOUR. The collection also included a highlighter/blush trio and a sparkly pink lip gloss. The entire TROLLS WORLD TOUR collection was available on PÜR's official website ahead of the film's release. View Online
Partner PUR Cosmetics
Category Health & Beauty
Brand/Products Involved Makeup Collection
Promotional Timing Launch: March 2020
Target Family Female Teens Tweens
Promotional Elements Licensed Product Branded Content Collectible On Pack In-Store
Media Elements Mobile Online Social Media Signage
TROLLS WORLD TOUR | PUR Cosmetics Universal Pictures collaborated with Mondelez for an Oreo promotion celebrating the release of TROLLS WORLD TOUR. The partnership included TROLLS WORLD TOUR promotion on packages of Oreos. The TROLLS WORLD TOUR branding was featured in-store on packages of Oreos. Additionally, the program included an element in which Universal released the song "Just Sing" from the TROLLS WORLD TOUR soundtrack exclusively on an Oreo cookie. When the song debuted, the only place fans could listen to the full-length track was by going to Oreo.com and scanning an Oreo cookie. View Online
Partner Oreo
Category CPG
Brand/Products Involved Cookie Packaging
Promotional Timing Launch: March 2020
Target Family Female Male Teens Tweens Kids
Promotional Elements Branded Content Giveaway In-Store On Pack Promo Code
Media Elements Mobile Online Signage Social Media TV Spot
TROLLS WORLD TOUR| Oreo Universal Pictures partnered with General Mills to promote the release of TROLLS WORLD TOUR. The partnership consisted of on-pack and in-store promotion that brought TROLLS WORLD TOUR branding to select boxes of General Mills cereal. The partnership brought TROLLS WORLD TOUR to boxes of Cinnamon Toast Crunch, Trix, Lucky Charms, Honey Nut Cheerios, Reese's Puffs and Cookie Crisp. In addition to the on-pack branding, each pack included a QR Code that unlocked exclusive TROLLS WORLD TOUR content when scanned. Fans could follow the directions on the box and bring TROLLS WORLD TOUR characters together to unlock an exclusive clip. View Online
Partner General Mills
Category CPG
Brand/Products Involved Cereal
Promotional Timing Launch: March 2020
Target Adults Family Female Male Teens Tweens Kids
Promotional Elements Branded Content Collectible On-Pack In-Store
Media Elements Mobile Online Signage Social Media
TROLLS WORLD TOUR| General Mills Warner Bros. Pictures partnered with Best Friends Animal Society celebrating the release of SCOOB! As the exclusive pet rescue of SCOOB! Best Friends supported the film’s theatrical and home entertainment release with a national TV and Print PSA campaign. . SCOOB! promoted saving lives through pet adoption by telling the story of how Scooby-Doo started out as a stray on the streets of L.A. and how Shaggy saved him. Through the partner- ship, Best Friends emphasized that Scooby was lucky, because in real life about 2,000 dogs and cats are killed every day in shelters around the country, simply because they don’t have safe places to call home. Warner Bros. and Best Friends collaborated to release a co-branded PSA featuring SCOOB! that promoted pet adoption. View Online
Partner Best Friends Animal Society
Category Non-Profit
Brand/Products Involved Animal Welfare
Promotional Timing Launch: May 2020
Target Adults Family Female Male Teens Tweens
Promotional Elements Branded Content
Media Elements Mobile Online Social Media TV Spot
SCOOB| Best Friends Animal Society To promote the release of SCOOB, Warner Bros. partnered with leading pet food brand Blue Buffalo. The partnership consisted of Warner Bros. collaborating with Blue Buffalo to support the release of the film with a promotion at leading mass-market retailers and specialty pet stores centered around Blue Buffalo's health bar treats and chicken & rice adult dog food. Blue Buffalo offered a $13 VOD credit to consumers that spend $25 on Blue Buffalo products. Additionally, Blue Buffalo rebranded their health bar dog treats as “Scooby Snacks” and had on-pack stickers featuring the GWP offer on their health bar dog treats (apples & yogurt reci- pe and bacon, egg & cheese recipe) and chicken & rice dog food (small breed recipe and adult dog recipe). To help support the program, Blue Buffalo ran a national media campaign View Online
Partner Blue Buffalo
Category CPG
Brand/Products Involved Pet Food
Promotional Timing Launch: May 2020
Target Adults Family Female Male Teens
Promotional Elements Branded Content Discount In-Store On Pack Product Bundle
Media Elements Mobile Online Product Giveaways Signage Social Media TV Spot
SCOOB| Blue Buffalo Warner Bros. Pictures teamed with BarkBox on a pet-themed promotion celebrating the release of SCOOB. The partnership consisted of BarkBox, a monthly subscription service for dogs, theming their May 2020 box around SCOOB ahead of its release. The basic box package include 2 dog toys, 2 bags of treats, and 1 dental chew all themed to SCOOB!. In addition to the basic box, consumers had the option to either double-up their box for 2x the toys & treats or add 1 additional SCOOB! Themed toy for their pet. To promote the themed box, BarkBox created a marketing campaign highlighting all of the goodies people would receive in the box. Warner Bros. also received a large quantity of boxes to use for mailers. View Online
Partner BarkBox
Category CPG
Brand/Products Involved Pet Supplies
Promotional Timing Launch: May 2020
Target Adults Family Female Male Teens
Promotional Elements Licensed Product Branded Content Collectible Giveaway Product Bundle
Media Elements Mobile Online Product Giveaways Social Media Other
SCOOB| BarkBox Fandango and Lionsgate Entertainment partnered up to bring fans LIONSGATE LIVE! A NIGHT AT THE MOVIES. LIONSGATE LIVE! A NIGHT AT THE MOVIES brought the communal experience of seeing a movie in the theater into the homes of their fans. This partnership consisted of four free movies presented by Fandango and streaming live on YouTube, with one film a week, starting on Friday, April 17. Jamie Lee Curtis hosted each week. Each week featured unique interactive opportunities for fans via a live chat. The featured movies were THE HUNGER GAMES, DIRTY DANCING, LA LA LAND, and JOHN WICK. Fans were able to watch the livestream either on Fandango's Movieclips YouTube page or Lionsgate's YouTube page. View Online
Partner Lionsgate
Category Theatrical
Brand/Products Involved Home Entertainment
Promotional Timing Launch: April 2020
Target Adults Adults 18-24 Adults 25-34 Adults 35-44 Adults 45-54 Adults 55+ Family Female Male Teens
Promotional Elements Branded Content Celebrity Appearance Event Other
Media Elements Celebrity Endorsement Online Product Placement Social Media Other
FANDANGO| Lionsgate A marketing highlight from the summer of 2019, Fandango partnered with Chick-fil-A on a promotion that brought the movie offerings of Fandango to Chick-fil-A kids meals. The partnership consisted of a promotion in which customers who bought a Chick-fil-A kids meal would receive a movie-themed booklet inside their meal. This booklet con- tained puzzles, word finds and other activities along with tear-off play tickets that kids could give to their friends/family as a way to invite them to a movie night, courtesy of Fandango. The last page of said booklet contained a Fandango Reward Code that gave the consumer a FandangoNOW Promo Code that was valid toward a full value rental of any G or PG family film. View Online
Partner Chick-Fil-A
Category Dining
Brand/Products Involved Kids Meal Promotion
Promotional Timing Launch: June 2019
Target Family Female Kids (6-11) Male Tweens
Promotional Elements Branded Content, Givea- way, On Pack, Product Bundle
Media Elements Mobile Online Product Giveaways Social Media
FANDANGO| Chick-Fil-A A promotional highlight of 2019, Fandango partnered with American Eagle Outfitters for a special offer that sent select American Eagle customers to the movies courtesy of Fandango. The partnership consisted of Fandango collaborated with American Eagle to offer their credit- card-holding customers a special offer. During the promotional period, card-holders who spent $50 or more in-store or online at American Eagle received a Fandango Promo Code. This Fandango Promo Code was redeemable for a pair of movie tickets to see any movie. To redeem this offer, customers who met the criteria received the Fandango Promo Code via email after their purchase(s) at American Eagle. View Online
Partner American Eagle
Category Retail
Brand/Products Involved Clothing
Promotional Timing Launch: March 2019
Target Adults Female Male Teens
Promotional Elements Branded Content Giveaway On Pack Product Bundle
Media Elements Branded Content Giveaway In-Store Product Bundle
FANDANGO| Lionsgate