Cross-promotion marries computer screen and big screen.
Goodyear and the Disney Pixar movie "Cars 2" are taking turns playing publisher and advertiser. Heading into the animated picture's release this weekend, the two companies have struck a rather unusual cross-promotional relationship where they mix the computer screen with the big screen.
First, Goodyear has re-skinned its website to include a sizable ad for the movie. Highlighting the sequel's main character, it includes the copy: "Lighting McQueen is back. And he still counts on his Lightyear Tires for superior performance." Viewers who click through can watch a trailer as well as two other sneak peek videos, all while staying on GoodyearTires.com.
Digitas, Goodyear's agency, is orchestrating the campaign, which includes display ads running on popular publisher sites through the July 4th holiday weekend. "The ads will direct people to the GoodyearTires.com site," Victor Lee, SVP of marketing for the agency, told ClickZ News.
Goodyear dealers across the nation are promoting the movie with point-of-sale signage. And for good reason: Lighting McQueen only rolls with the fictitious Lightyear Tires, a play on the actual tire brand and Pixar's Buzz Lightyear character from the studio's "Toy Story" movies. The Goodyear Blimp has been temporarily rebranded as "Lightyear Blimp" and made an up-in-the-sky appearance at the movie's Hollywood premiere last weekend. The Goodyear Blimp Facebook Page is also being leveraged to promote the initiative.
In theaters, Lee said Goodyear would receive a pre-movie ad on the big screen before every showing as well as appear via print in-lobby promos. "We are allowing the conversation to happen on both sides," he said. "The beauty is that Goodyear is such a big part of the film."
Co-branded TV ads are also part of the integrated effort. For the offline elements mentioned above, Austin, TX-based marketing firm GSD&M contributed to the campaign while partnering with Digitas.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT