Akin to movie's plot in which one brother lends the other a helping hand, Time Warner Cable and Warner Bros. Pictures are engaging in a little family marketing behind the upcoming comedic theatrical Fred Claus.
The cable operator and the studio have created an integrated marketing campaign, including exclusive vignettes, a dedicated Web site (www.fredclausgiveaway.com) offering a Fred Claus sweepstakes and new original video games based on the film, plus in-store materials at Circuit City locations.
In the film, which opens Nov. 9, fast-talking repo man Fred Claus (Vince Vaughn), who has lived his entire life in his younger brother Nicholas’s (Paul Giamatti) very large shadow, has run out of luck and money. His giving sibling, though, over Mrs. Claus’s objections agrees to help Fred, provided he comes to the North Pole and work in Santa’s workshop. Problem is: Fred’s not elf material and he could jeopardize Nick’s busiest time of year.
“We saw the Fred Claus pro motion as a way to provide our customers with free, engaging high-definition and standard-definition content that not only promotes the movie but demonstrates what the Time Warner Cable platform is capable of,” said Lauren LoFrisco, group vice president of marketing communications, in a statement. “We are providing additional value to our customers, giving them family entertainment on all of our platforms and enhancing that relationship through the Web site, which creates additional opportunities for an ongoing dialogue.”
Time Warner Cable customers can view the “exclusive extras” vignettes on either the operator's HD Showcase On Demand or Entertainment On Demand platforms. The vignettes, introduced by Santa’s head elf Willie (John Michael Higgins), include 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.
The operator also leveraged Fred Claus movie assets to create promo touting its bundle, HD package and Road Runner high-speed service. The program will also be promoted at Circuit City stores in Time Warner Cable footprints, Additionally, local market extensions will manifest in the forms of radio remotes, customizable posters at payment centers, movie screenings for triple play and bundled customers, plus VOD street teams.