Kmart is gearing up for Father's Day which is next Sunday, June 21 along with and the upcoming theatrical release of the film “TRANSFORMERS: Revenge of the Fallen” . They're encouraging consumers to “TRANSFORM YOUR DAD” with a variety of merchandise along with a free movie offer good for two tickets when they make a $50 menswear purchase.
This new film from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, is scheduled for release June 24th. Kmart kicked-off this multi-channel entertainment marketing promotion June 7 and plans to run it through July 4.
Kmart is supporting the promotion with a national television spot (in both English and Spanish) highlighting men’s apparel, the movie ticket offer and the film. The interactive promotional micro-site is where consumers can redeem codes for movie tickets, download “TRANSFORMERS: Revenge of the Fallen”-themed content, watch movie trailers and purchase TRANSFORMERS merchandise.
For the second half of the promotion, June 22 – July 4, Kmart teamed-up with Hasbro to create a dedicated Transformers in-store destination boutique. “Headquarters for TRANSFORMERS" will be located in the front of each Kmart store which will include everything TRANSFORMERS: toys, video games, men’s and boy’s apparel, bedding.
Kmart also created synergies with fellow “TRANSFORMERS: Revenge of the Fallen” movie partners: Burger King and Mars M&M's. Participating Burger King restaurants will distribute TRANSFORMERS toy and footwear coupons, redeemable at Kmart stores through its BK Kids Meal. Kmart will also be featured in its kids-directed “BK Adventures” newsletter and email newsletter. Mars will bring the cross-partnership with Kmart to life by creating “TRANSFORMERS: Revenge of the Fallen”-themed window displays and hosting in-store events at both the Kmart Penn Station and Astor Place, New York City store locations.
Additional support includes: circular ads, email blasts, signage, in-store radio and TRANSFORMERS-themed gift cards. And for the first time ever, Kmart created a 24-page movie-themed comic book which will be distributed in select theaters during the promotional period. The comic book is the movie adaptation of “TRANSFORMERS: Revenge of the Fallen” and includes several Kmart ads highlighting the movie ticket offer and TRANSFORMERS licensed merchandise. It also contains a page of coupons designed to drive traffic both in-store and online. The Kmart partnership is being executed by Norm Marshall & Associates.
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