Ford's Film Deal Puts Company In The Driver's Seat

FORD MOTOR HAS INKED A multi-year product-integration and promotional deal with Robert L. Johnson, founder of BET, and Harvey and Bob Weinstein, founders of Miramax.

The effort gives Ford exclusive automotive product integration in Our Stories Films, a joint venture between Johnson and the Weinstein brothers. Ford will use the venture to promote Ford, Lincoln and Mercury, and its Jaguar and Land Rover brands to African-American and urban consumers via product placement and cross-promotions with the studio's film releases.

The first Our Stories Films project to feature a Ford vehicle is "Who's Your Caddy?" starring rapper Big Boi, which premiered Saturday and features Ford-brand Land Rover's Range Rover.

The association between Ford and Our Stories was brokered by Ford's urban-market agency, UniWorld, Detroit. But the agency did broker the appearance of Range Rover in "Who's Your Caddy?" which pre-dates the new alliance.

Ford says that the deal goes beyond one-off product placement, in which a studio needs a vehicle for a scene and acquires one through a Hollywood vehicle-placement agency. In this, the integration of Ford vehicles into story lines early on means Ford reviews scripts well before production to decide which vehicles match a story and then negotiates Ford vehicles into movie story lines.

UniWorld Group will collaborate with Ford and Our Stories Films to place the vehicles and develop the Ford marketing strategy around each featured film.

The arrangement between Ford and Our Stories Films also includes the kind of sponsorships, advertising that uses film assets, consumer and dealer promotional opportunities, merchandising and other media options that are typical of such deals.

The strategy is not new to Ford or to other automakers--Volkswagen's multi-year relationship with Universal is one example. Several have moved toward multi-year relations with studios in an effort--often risky--to ride the coat-tails of a film's (hoped-for) success by assuring their cars will be more than just set props. Ford, which has had several of its Aston Martin, Jaguar and other vehicles in recent films, has pursued that strategy since it founded its Global Brand Entertainment Group in 2005.

The group became a Tinseltown entity that year when Henry Ford's great-great-grandson and independent movie producer, Al Uzielli, opened a product-placement office for Ford in Beverly Hills. Uzielli now serves as senior advisor to the group. Others in the L.A. office are Bob Witter, Ford Global Brand Entertainment Manager; Brian Daly, senior partner at J. Walter Thompson, Ford's agency of record; and Ross Mackenzie, also of JWT.

Myles Romero, former director of Ford Global Brand Entertainment, who oversaw Ford's brand-integration efforts from Dearborn, Mich., left the company last week to become vice president of strategic marketing and entertainment alliances at Borders Group.

Among other deals, the group inked a multi-year deal between Ford and Revolution Studios that got a Lincoln Navigator a central role "Are We There Yet," and "Are We Done Yet," starring Ice Cube, and in "Johnson Family Vacation," starring Cedric the Entertainer. The Aston Martin DB 9, Land Rover Range Rover, and a Jaguar S TYPE, were in the NBC show "Studio 60." Ford's Fusion car was in "Evan Almighty," starring Steve Carell, and "Man of the Year," starring Robin Williams. Ford's Edge, as well as Expedition SUV and Shelby Mustang, will have major roles in the forthcoming Will Smith vehicle, "I Am Legend."

Wes Brown, automotive marketing analyst at Iceology, Los Angeles, says that product integration, at least of the old-school kind, is problematic because it is difficult to track and gives marketers little control. "To have some product placement in a movie, and expect immediate gain is obviously not realistic, beyond boosting awareness," he says. "It is useful in helping image management in some regard, whether maintaining or supporting the brand or vehicle's image."

He says the long-term deals that automakers ink with studios reduce at least some of the variables associated with putting one's product in someone else's creative hands.

"With long-term deals, arguably, I should be able to have some control over how the product and brands are presented and used," he says. "Product placement is fine and dandy, but if it's not integrated right it comes off as worse than an ad. Long-term deals allow more seamless integration with regard to product placement. That will enhance consumers' feelings regarding that brand, because they will recognize it, but won't think of it as a sales job."

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Burger King Launches Interactive Promo Tied to 'Simpsons' Movie

A Burger King promotion lets consumers transform photos into 'Simpsons' characters

Burger King has launched a promotion tied to “The Simpsons Movie” that lets customers convert digital pictures of themselves into ‘Simpson’ characters.

People upload photos to SimpsonizeMe.com to create and customize their look by choosing different hairstyles, body types, outfits and accessories.

When finished, they can create screensavers and wallpaper designs or e-mail their image to friends. The site also offers the “Simpsons” movie trailer, a Burger King restaurant locator and an online store to add the photos to T-shirts, mugs, hats and aprons.

As part of the promotion, Burger King will sponsor a traveling "Simpsonizer" booth through August, where people can be photographed and transformed into a Simpson character. Photos can be printed, sent as an e-card or sent via a mobile phone. The kiosk will appear at "The Simpsons Movie" premiere, the Indianapolis Motor Speedway NASCAR race, TV stations and other consumer events in local markets nationwide through Aug. 10.

Playing off Homer Simpson’s love of food, Burger King is rolling out a new product, the Ultimate Double Whopper sandwich starting July 27, the day “The Simpsons Movie” hits theaters. The sandwich includes two quarter-pound burgers with American cheese, bacon, tomatoes, lettuce, ketchup, pickles, onions and mayonnaise on a sesame seed bun. The item will retail for $3.59.

And talking ‘Simpsons” toys will be tucked into each BK Kids Meal while supplies last.

Burger King will also distribute “Simpson”-themed bags with coupons for a two-week free trial of Blockbuster Total Access, which will include a $5 Burger King Crown Card after sign-up and a free Blockbuster Favorites movie rental. In addition, the company’s sponsored No. 00 Toyota Camry will hit the track on July 29 at the Indianapolis Motor Speedway for the Allstate 400 at the Brickyard featuring a “Simpsons’ paint scheme.

TV spots, custom packing and in-restaurant merchandising support the promotion. Burger King Corp. handled the movie deal. Equity Marketing was the lead agency for the toy program and developed the Simpsonizer, CPB designed the Web site, Wunderman handles merchandising, Edelman is in charge of PR and Premium Surge is responsible for manufacturing international toys.

“The Simpsons Movie” follows the characters from the popular TV show their first movie debut. In his latest blunder, Homer accidentally causes a radioactive leak into the river.

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Coke, Ann Taylor, Others Partner with 'Hairspray'

New Line cinema has signed on the likes of Ann Taylor Loft and Coca-Cola to support "Hairspray," which is due out July 20

Big-name brands including Coca-Cola, Carnival Cruises, and Ann Taylor Loft are putting their marketing muscles behind New Line Cinema’s upcoming musical comedy “Hairspray.”

Carnival Cruises is featuring “Hairspray” activities on board, including a “Hair-aoke” contest, dance lessons and a tween club “Hairspray” sock hop on its 22 ships.

Travelers can don wigs and sing karaoke or take dance lessons to learn moves from the film. Prizes, including movie tickets and co-branded merchandise will be handed out.

It’s the first time Carnival has tied-in with a movie. The promotion is expected to reach millions of consumers in July, New Line Cinema said.

“The whole theme is embracing the joy of the movie,” said Lance Still, executive vice president of national promotions for the studio. “It’s a way for consumers to engage with the movie without being outright advertised to.”

In addition, customers who book a cruise online at Carnival.com/Hairspray through July 31 have a chance to win a trip for four to New York to see “Hairspray” on Broadway.

Toys R Us will host a private signing event on July 17 at its Times Square store in New York City to mark the launch of the “Hairspray” fashion doll line. During the event, fans can meet stars from the movie, including Nikki Blonsky, Amanda Byrnes and Brittany Snow.

New Line Cinema has event tapped a hair salon to support the film.

Sebastian Professional hair products is selling 1 million cans of limited edition “Ultra Clutch” Shaper Hairspray, the official hairspray of the movie. The company is handing out brochures tied to the flick, which offers hair styling tips. In-store signage, branded appointment cards, Web site content and print ads in W magazine, In Style, Allure and Entertainment Weekly support the promotion.

For its part, Cover Girl is running a special tie-in around its Queen Latifah cosmetic line. Print ads in In Style, Elle and other female-targeted magazines support the tie-in. This month, the company rolled out a movie-themed FSI with $1 off coupons for its eyewear products.

Coca-Cola is releasing 8 million co-branded cups for use at movie theaters, which will tie in to its MyCokeRewards loyalty program. The company has also created theater displays and on-screen ads promoting “Hairspray.”

Circuit City is offering a free DVD with behind-the-scenes footage with any entertainment software purchase. About 150,000 DVDs

Ann Taylor Loft rounds out the support featuring original costumes and props from the movie in its New York store windows at 42^nd Street and Broadway. The retailer is also running a sweepstakes offering the chance to win a private screening to the film.

The sweepstakes at AnnTaylorLoft.com/Hairspray runs through July 22. In-store signage and counter cards support the promotion.

Unlike other tie-ins, the Ann Taylor Loft promotion is subtle. “You have to discover It.,” Still said. “Retail-based promotions are really important because they resonate with the consumer in a way that traditional advertising doesn’t always.”

“Hairspray” follows the John Waters’ cult classic about starstruck teenagers on a local Baltimore dance show. The movie hits theaters on July 20.

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