Cadbury is partnering the new live action/CGI movie, Peter Rabbit – launching in the UK on March 16th – for an on-pack promotion which will offer five families the chance to win their own break to the home of Peter Rabbit and Beatrix Potter, the Lake District, plus other Peter Rabbit-themed prizes including tote bags, bunny ears and carrot pens.

Promotional packs will be available across the brand’s family sharing and gifting ranges. In addition, there will be a Cadbury Dairy Milk Peter Rabbit Easter Egg and Toy pack, containing a Cadbury Easter egg and a plush toy of either Peter Rabbit or Flopsy Rabbit from the new film.

Hortense Rothenburger, Senior Brand Manager for Easter at Mondelēz International, says: “Our purple Cadbury egg has been seen as icon of the Easter season for decades and we’re excited to combine this with another British icon with heritage on a number of products in our shell egg, family sharing and novelty ranges.

“This new collaboration allows us to offer something more to consumers and drive even more excitement during the season with a range of joyful prizes that will help families create memories. What’s more, toys are the third biggest gift category after chocolate and flowers at Easter so we believe we can drive more value to the category with our new NPD.”

The star prizes are five Lake District short breaks, including travel and three night’s hotel accommodation for a family of two adults and two children (aged 15 or less), and activities which could include bike hire, a tree top adventure, entry to a Lake District Farm Park or entry to The World of Beatrix Potter Attraction.

Tier 2 prizes include 200 Peter Rabbit carrot pens, 517 Peter Rabbit tote bags; and 300 pairs of Peter Rabbit ears.

Consumers enter by buying a promotional pack and looking for winning coupons inside. Winning coupons have been randomly distributed amongst the stocks of promotional products. Winning coupons have a Unique Reference Number on, and consumers who find one have to go to the promotional website, www.cadburypeterrabbit.co.uk. The promotion is open to resident s of the UK and Republic of Ireland aged 18 and over (there is a No Purchase Necessary route available for consumers living in Northern Ireland).

The new Peter Rabbit movie is based on the characters created by Beatrix Potter. It has been filmed in 3D and combines live-action and CGI animation. Peter Rabbit is voiced by James Corden. Margot Robbie, Elizabeth Debicki and Daisy Ridley as Peter’s sisters Flopsy, Mopsy, and Cottontail, and Sia as Mrs. Tiggy-Winkle. It has been produced by Columbia Pictures and is being distributed by Sony Pictures.

The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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Sony Pictures Releasing UK has appointed agency Lime Communications to manage its brand partnerships and promotional marketing activity on all its key theatrical and home entertainment releases.

Sony’s slate of 2018 releases includes Hotel Transylvania 3 (July 27^th), Venom (October 5^th) and Spider-Man: Into the Spider-Verse (December 14^th), as well as the home entertainment release of The Crown Series 2 late next year.

Peter Staines, Head of UK Partnerships at Sony Pictures, says: “We’re delighted to be working with Lime. Their creativity and knowledge of the promotional landscape in the UK is second to none and we look forward to delivering best-in-class promotional partnerships on what is an exciting and diverse slate of movies.”

Alex Ward, CEO of Lime, comments: “We’re absolutely thrilled to be representing Sony Pictures in the UK. Their slate of films in 2018 and beyond is incredibly impressive.”

Lime Communications works with media companies and brands to create media partnerships (particularly ones involving film, sports and gaming properties), sales promotion campaigns, retail activations and experiential marketing. It works with leading film and TV distributors as well as leading FMCG brands, including Mars, Procter & Gamble and Pizza Express.

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Panasonic  has launched an on-pack promotion in the UK in conjunction with the release of the Sony film, Spider-Man: Homecoming.

The promo offers consumers the chance to win Spider-Man themed prizes and the star prize of a family trip to New York. Promotional packs are also offering extra batteries for free.

To enter the competition, consumers have to register on the competition website and then start building a ‘digital web’ by inviting friends and family to link with them.

The person with the largest web when the competition closes at midnight on December 31st, 2017 will win the star prize of a four-day family trip to New York – Spiderman’s home town – plus a range of experiences including a Spiderman-themed ‘escape room’, stunt training, a trip to The Museum of the Moving Image in Peter Parker’s home neighbourhood of Queen’s and a trip up the One World Observatory, one of the tallest buildings in the world.

The next 29 ranked entrants will win goody bags with a range of Spider-Man merchandise in them.

The competition runs in all European countries except Italy (due to local Italian laws on prize promotions).

Tim Clark, Panasonic Energy UK sales and marketing manager, says: “Previous film associations have successfully helped us engage with our core audience of families with children. I am confident that by teaming up with such a recognised and popular franchise as Spider-Man, it will really increase sales in the category.”

Panasonic promotional packs are available now until 31 December 2017, and branded POS tools are available for retailers in more than 30 European countries.

The Panasonic Corporation is a leading company worldwide in the development and manufacture of electronic goods for a wide range of private, trade and industrial uses. Panasonic, based in Osaka, Japan, posted sales of around 57.28 billion EUR last year.

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation.

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Northern Rail and speaker giant KEF have been secured as brand partners to support the summer UK cinematic release of Spider-Man: Homecoming from Sony Pictures.

The partnership campaign has been created for Sony Pictures UK by agency Brand & Deliver, which is also supporting global brand partnership deals with Dell, Panasonic and Pizza Hut within the UK.

Campaign activity, running throughout the summer, includes:

• Spider-Man: Homecoming branding on Pizza Hut pizza boxes and box toppers in a global campaign supported by SMS, digital and social media channels;
• On-pack promotions with Panasonic including a retail partnership with Waitrose and a Augmented Reality app;
• Cinema, OOH, print and digital video promotion by Dell with paid social and retail support in John Lewis, Curry’s and PC World;
• Northern Rail on station posters; and print, digital display and retail promotion through KEF.

Spider-Man: Homecoming, directed by Jon Watts, sees a young Peter Parker (Tom Holland) beginning to navigate his newfound identity as the web-slinging superhero, but when the Vulture (Michael Keaton) emerges as a new villain, everything that Peter values is threatened.

Ian George, Managing Director of Sony Pictures UK, says: “These are high profile brands with far reaching influence, which will play a significant role in raising awareness of the film and generating excitement among Spider-Man fans old and new.”

Ros Carmoody, Head of Partnerships at Brand & Deliver, which is retained by Sony Pictures to negotiate film partnership campaigns on its behalf, comments: “Spider-Man is an iconic franchise with multi-generational appeal. These brands give us vast scope to promote the film to UK audiences.”

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Kerry Foods is joining forces with Sony Pictures Consumer Marketing to run a new ‘Express Your Selfie’ on-pack promotion for its kids’ cheese snacking products, supporting the release of Sony Pictures Animation’s upcoming film, The Emoji Movie, released on August 4 2017.

Featuring across the Kerry Foods kids’ dairy portfolio including Yollies, Cheestrings and Scoffies, the promotion is part of a wider £1m integrated marketing campaign which will also include TV, shopper activation and digital support.

To enter, shoppers must create their best Emoji expression, drawing or selfie using their favourite prop and upload the photo or drawing to either www.cheestrings.net/emoji  or www.yollies.co.uk/emoji. In addition to the daily prizes, every entry will trigger an instant movie-themed download.

Victoria Southern, GB Marketing Director at Kerry Foods, comments: “The Emoji Movie is a hilarious, exciting adventure that takes you into the secret world inside your phone.  These characters are able to express what we’re all feeling inside – that’s why they’re popular all over the world.  We’re excited to help kids and parents capture that and show their true feelings. We feel that the film perfectly represents what we are all about as a brand; fuelling a sense of freedom to be yourself and making the kids’ snacking occasion as fun and engaging as possible.”

Southern adds: “Following successes from previous partnerships, which saw Cheestrings value sales grow by +12% and penetration increase by +5%, we are confident that the mass appeal of The Emoji Movie will mean promotional packs are just as popular with parents looking for an exciting and nutritious snack for kids. We are once again driving engagement within the category with eye-catching packaging that we know will have real traction and appeal with parents who buy Cheestrings, Scoffies and Yollies frequently, as well as attracting new fans to the dairy portfolio.”

The on-pack promotion will be live in-store across grocery and impulse channels from July 10 for 10 weeks.

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This Halloween, UK cab comparison site minicabit is teaming up with Sony Pictures to give wannabe ghost hunters the chance to win a once in a lifetime chance to ride shotgun in the iconic Ghostbusters car, the Ecto-1 plus tickets to a spooky London experience.

The spooktacular announcement celebrates the forthcoming release of Ghostbusters which will be available to own on Digital on November 7th 2016 and on Blu-ray and DVD on November 21st.

Available only on Saturday 29^th October this Halloween weekend, the classic car will be on hand to take passengers for a spin whilst booming out the Ghostbusters soundtrack. With enough room to store your proton packs, the car can take up to three lucky passengers around central London and even has outfits so everyone can dress up like their favourite character.

Consumers who are lucky enough to win the trip will be collected from a London location and taken to their choice of one of London’s biggest and scariest Halloween events, including the London Dungeon, Madame Tussauds and the Coca-Cola London Eye, with complimentary tickets for up to three people. Alternatively, they can opt just to take the Ectowagon for a spin around London, if they prefer.

Johnny Hudson, Head of Marketing at minicabit, says: “There have been so many epic cars in movies over the years but the Ecto-1 is certainly up there. I’m sure it’s a childhood dream across many generations of Ghostbusters fans to ride in this iconic car and, as we’re all about memorable experiences at minicabit, we’re delighted we can make this come true for a lucky few!”

Consumers can visit www.minicabit.com/ghostbusters to enter their details. Closing date for entries is 11.00am October 28^th 2016, with the draw taking place the same day. Rides will take place between 10am and 6pm on Saturday 29^th October.

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PlayStation UK is running a nationwide tour aimed at bringing its Virtual Reality titles to gamers.

Visiting six locations throughout the UK, The Future of Play Tour features a series of experiential PlayStation 4 events offering gamers the opportunity to participate in the immersive world of PlayStation VR.

The roadshow kicked off at the end of September with a launch at EGX, the UK’s biggest gaming event, which took place at Birmingham’s NEC, followed by two pop up experiences in Buchanan Galleries in Glasgow and Meadowhall shopping centre in Sheffield.

The tour, put together for PlayStation by experiential specialists Circle Agency, has been designed to allow the maximum number of visitors to be able to trial, with 20 playable stations available for both pre-booked appointments and walk in trials.

Circle Agency and PlayStation then transformed East London events space Kachette into an immersive venue where fans could experience a range of PlayStation VR titles. As part of the official launch week celebrations, the pop up event was open from Wednesday October 12^th through Sunday October 16^th. Titles which gamers were able to sample included race game DRIVECLUB VR, Gotham-themed adventure Batman: Arkham VR, survival horror Resident Evil 7: Biohazard and alien shooter Farpoint.

Outside of the PlayStation VR area, gamers were also able to see the latest cutting-edge technology from Sony up close, with the PlayStation 4 Pro, the world’s most powerful console, on display before its official launch on November 10^th.

A host of experienced brand ambassadors were on hand to walk visitors through the games and offer advice on the PlayStation VR headset, the PlayStation 4 consoles and accessories.

Tom Whitaker, Group Marketing Manager at Sony Interactive Entertainment UK, said: “PlayStation VR changes the way we play games and trying it is fundamental to understand that. We wanted to let as many people as possible experience The Future of Play Tour, to showcase what PlayStation has in store this year.” 

Claire Stokes, Founder and Managing Director at Circle Agency, added: “If ever there was a product that suited an experiential marketing strategy at launch, this is it.  Virtual Reality is a product that is extremely difficult to comprehend without the opportunity to experience it first-hand.  Being able to provide that opportunity for gamers nationwide has been an absolute thrill.”

The Future of Play Tour is set to appear at Cabot Circus in Bristol from October 20^th to 23^rd and then at the Old Granada Studios in Manchester from 27^th to 30^th October.

There is also a supporting website, www.trypsvr.com.

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Four high profile UK brand partners will support the UK release of the new Ghostbusters film on Monday July 11th 2016, including National Tyres and Autocare, Sony Mobile, O2 for O2 Priority and cleaning technology company Karcher.

The campaign, running throughout June and July, was created by partnership marketing specialists Brand & Deliver for client Sony Pictures.

Activity includes: a national press and drive time radio campaign by National Tyres and Autocare, utilising the iconic “Who You Gonna Call?” soundtrack by Ray Parker Jr; a TV campaign by Karcher supported by POS in more than 3,000 stores; a TV and Digital Out Of Home (DOOH) campaign by O2 for O2 Priority offering the chance to win tickets to the US premiere and preview screenings; and a POS promotion by Sony Mobile within 480 O2 stores. All four partners will engage customers on digital and social channels.

Peter Taylor, Managing Director of Sony Pictures UK, says: “Ghostbusters is quite simply one of the best-loved film franchises ever made. These partnerships are vast in scale and fun factor, giving us a powerful platform to promote the film with UK-wide promotions across multiple touchpoints.”

Richard Barnes, Partnerships Director at entertainment marketing specialists Brand & Deliver, adds: “Ghostbusters is an iconic franchise with multi-generational appeal. These brands have tapped into the movie’s feel-good factor with memorable partnerships that will ensure it’s the most highly anticipated film of the summer.”

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PlayStation offered gamers the chance to experience exclusive previews of PlayStationVR and its latest titles at video games event EGX Rezzed at London’s Tobacco Dock over the weekend of April 7^th to 9^th 2016.

EGX Rezzed, hosted by Eurogamer’s parent company Gamer Network, is one of the UK’s leading video games events, attended by thousands of gaming fans to London’s Tobacco Dock. Following on from the success of EGX 2015, which took place at Birmingham’s NEC in September, PlayStation again brought in experiential marketing experts Circle Agency to activate its presence.

Circle Agency transformed one of the vaults at Tobacco Dock into a fully immersive area where gamers could experience PlayStation’s latest technology, PlayStationVR, and test their skills on a host of different titles, including RIGS: Mechanized Combat League, PlayStation VR Worlds, Playroom VR, Battlezone, Rez Infinite and SUPERHYPERCUBE. EGX Rezzed was the first UK consumer event where fans could experience many of these titles first hand, in advance of the PlayStationVR’s October 2016 release.

Twelve gaming stations were set up, showcasing six different titles, along with an indie section to demo smaller, independent games. A photo booth was installed to present fans with a GIF of themselves wearing the VR headset, which could be shared on social media to help boost brand engagement. For those looking to take a break from all the on-screen action, a ‘chill out lounge’ offered soft furnishing and free PlayStation branded refreshments.

Claire Stokes, MD and founder of Circle Agency, commented: “We were really excited to help PlayStation activate at EGX Rezzed this year, as it provides the perfect audience to showcase PlayStationVR first hand. With so many devoted gamers in attendance it was vital that we created an immersive, stimulating and rewarding experience that left them wanting more.  In this instance our job was to ensure that the process of facilitating demand for trials was as seamless as possible, and that we created lots of opportunities for those who experienced it to shout about this great technology.”

Although Playroom VR was available for walk-ins to trial on arrival, fans could also pre-book a slot before the event to trial the full catalogue of games available and to ensure they didn’t miss out.

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Hotel Transylvania 2, the Halloween animated comedy which opens on October 16^th in the UK, has added Fruittella, Cadbury Biscuits and River Island as partners, joining Hotels.com and Subway.

The three new partners were recruited by integrated marketing agency Brand & Deliver; the two already on board had been recruited by Sony Pictures.

The five brand partners will run promotions that complement Sony’s existing marketing campaigns for the film. A family audience will be targeted in major retailers through promotions on-pack and POS displays and across digital and social platforms.

Peter Taylor, Managing Director of Sony Pictures, says: “Hotel Transylvania 2 is a monster comedy adventure which will have families spellbound over the Halloween holidays. We’re thrilled to work with these A-list brands to create fun and Dracula-packed promotions across multiple touchpoints.”

Each partner will promote a ‘spook-tacular’ competition mechanism with prizes including the chance to win a family holiday to Transylvania, Sony electronics equipment and goody bags.

Hotel Transylvania 2 is the all-new animated monster comedy from Sony Pictures starring the voices of Adam Sandler, Andy Samberg and Selena Gomez. Taking place seven years after the first film, with the hotel now open to human guests, Dracula sets about training his grandson Dennis, who seems to be lacking in the vampire department, in a ‘monster-in-training’ boot camp.

Brand & Deliver is retained by a number of major studios and entertainment rights holders to negotiate film partnership campaigns. Rich Barnes, Head of Partnerships at Brand & Deliver, says: “This campaign brings together five high profile family brands with huge influence which will help propel Hotel Transylvania 2 to the top spot in cinemas over the October half term.”

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