June 21, 2010 www.dmnews.com
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PLUS Luxor uses text magically P7 | Kraft links online and offline P12 | Interactive barcodes make connections P21
Brands want summer film magic
By Dianna Dilworth
Coty taps Rapp
for digital work ad
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special page on the retailer’s e-com-
: Marketers are tying campaigns to merce site with exclusive Toy Story By Rose Gordon
films they believe will be summer 3 products, as well as interactive : International fragrance and
blockbusters, including Shrek Forever games. The company launched the beauty company Coty sp selected
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After, Toy Story 3 and The Last Air- microsite June 13. Rapp as global digital agencyaofiss
bender. The list includes Cisco, Aflac “It is about providing fun and record for several of its brands.
and the US Postal Service. interactive elements for kids and Rapp, an Omnicom direct mar-
Cisco’s Flip Video unit partnered families,” said Bob Friedlind, senior keting agency, will handle digital
with Paramount Pictures and Nick- PR manager at Toys “R” Us. “It is a initiatives for Coty’s Sally Han-
elodeon Movies for a campaign playroom for all things T Story.”
oy sen brand, and its licensed Guess,
tying its Flip cameras to the M. In the interactive game, consum- Halle Berry, Beckham and Playboy
Night Shyamalan film The Last Air- ers can hunt aliens from the film brands.
bender. The campaign launched June for the chance to reveal behind- The scope of the work includes
17, the film’s debut date. Flip also the-scenes videos, as well as to win everything under the digital
launched a limited edition series of discounts on Toy Story 3 products. umbrella aside from media buying enerat
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nine cameras branded with The Last The retailer is also using the effort – previously consolidated under ad
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Airbender design and content. to drive in-store traffic, giving con- OMD – including website design,
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The effort includes e-mail, banner sumers who buy Toy Story 3 mer- display, e-mail, social media, CRM,
ads, social media and e-commerce chandise a free movie ticket at select analytics, according to Rapp’s New
elements. Bird was the agency Multiple marketers are partnering with Disney’s Pixar around the ‘Toy Story 3’ film locations. York MD Terry Young.
responsible for creative, while The US Postal Service is also Sales at the Paris- and New York-
Urgent Content worked on pro- tor of marketing for Cisco con- to these movie fans.” using an integrated campaign to tie based Coty totaled about $4 billion
duction and Media Storm handled sumer products for the Flip video A number of marketers and its products to the family friendly for its last fiscal year.
production. brand. “The idea was to partner retailers are linking themselves to Disney film. Disney agreed to “In partnership with Rapp, we
“It is the first marketing initiative with a film that shares the same Disney’s Toy Story 3 film. Toys “R” produce the USPS’ springtime will be able to better serve the
that we have undertaken with a demographic and provide a way Us partnered with Disney’s Pixar consumer-focused campaign, based needs of our consumers by pro-
movie studio,” said Jodi Lipe, direc- for Flip to extend our capability unit for an initiati