Warner rolls multi-platform film campaign


MUMBAI: Time Warner Cable (TWC) is teaming with sister company Warner Bros. Pictures to launch an integrated marketing campaign in support of the new holiday comedy Fred Claus, starring Vince Vaughn and Paul Giamatti, opening in theatres on 9 November.


The integrated effort features “Exclusive Extras” in HD and standard definition on TWC’s On Demand platform, a dedicated website (www.fredclausgiveaway.com) offering a Fred Claus sweepstakes and new original video games based on the film.


“We saw the Fred Claus promotion as a way to provide our customers with free, engaging HD and standard definition content that not only promotes the movie but demonstrates what the Time Warner Cable platform is capable of. We are providing additional value to our customers, giving them family entertainment on all of our platforms and enhancing that relationship through the website, which creates additional opportunities for an ongoing dialogue,” said Time Warner group vice president marketing communications Lauren LoFrisco.


TWC customers can view the “Exclusive Extras,” or video vignettes, on TWC’s Entertainment On Demand and HD Showcase On Demand. The vignettes are introduced by Santa’s Head Elf Willie, played by actor John Michael Higgins in Fred Claus. In each vignette, Willie offers Fred Claus extras, including behind-the-scenes footage and deleted scenes from the film. A new vignette will be added each week for seven weeks. Viewers will also have a chance to enter a Fred Claus sweepstakes to win weekly prizes, including a $10,000 home theater system provided by Circuit City, a retail partner of Time Warner Cable.


Time Warner Cable also leveraged Fred Claus movie assets to create advertising spots promoting their bundle, HDTV and Road Runner High Speed Online. The program will also be promoted at Circuit City stores in Time Warner Cable footprints, as well as through such local market extensions as radio remotes, customizable posters for payment centers, movie screenings for triple play and bundled customers as well as VOD street teams.


“In today’s multi-platform world, where marketing success depends on reaching consumers wherever they are, Warner Bros. Pictures is fortunate to be able to partner with our sister company. Thanks to Time Warner Cable’s integrated platform, we can reach potential fans of Fred Claus whether they are online or watching television,” said Warner Bros. Pictures Domestic Theatrical Marketing EVP Debbie Miller.


The vignettes were developed by Ogilvy’s Branded Content and Entertainment group in partnership with RTC Relationship Marketing (RTCRM) who developed the website and promos, and with Don Jagoda Associates (DJA), who managed the development of the games and the sweepstakes program, as well as Fame Retail who developed all of the in-store merchandising materials.