*Partners make a wish with release of Annabelle’s Wish
The October release of Annabelle’s Wish, an animated holiday title from Hallmark Home Entertainment, is being supported with an innovative campaign that includes promotional alliances to help grant wishes for terminally ill children.
The US$15-million promotion features a media blitz on both network and cable channels and print ads in major consumer magazines.
As part of a US$1-million donation to the Make-A-Wish Foundation, Ralph Edwards Films, producer of Annabelle’s Wish, will fund the wishes of 100 children.
The campaign is also getting help from its promotional alliances: Mrs. Fields Original Cookies will host milk and cookie parties in shopping malls, News America is distributing inserts in its Sunday newspapers that promote the movie and Make-A-Wish to 60 million household and Golden Books Family Entertainment will create six books, as well as provide life-size Annabelle-costumed characters to meet children at events. Eighty-two Make-A-Wish Foundation chapters are also promoting the film.
*Hallmark outlines Crayola home video promo
Hallmark Home Entertainment is set to launch a campaign this month for two new Crayola home video lines. Promotions for Crayola Presents Animated Tales and Crayola Kids Adventures will run through the Christmas holiday shopping season.
Tie-ins include US$65 in coupons for products from Crayola, Smuckers and Johnson & Johnson, as well as rebates for Samsung and Omron ear thermometers. Mott’s juice boxes and Banquet Pot Pies will feature on-pack advertising and newspaper inserts that will include coupons for Banquet products. Five million flyers will also be inserted with Crayola markers.
In addition, each Crayola Presents Animated Tales videocassette has value-added bonuses such as a ‘color-it-yourself’ videocassette sleeve.
TV advertising is airing during parent-oriented programming such as Oprah and Live With Regis & Kathie Lee. Print ads are running in Family Circle, Parenting, USA Weekend and Parade’s holiday gift-giving guide.
*USA High reaches teens at favorite hangouts
USA Network is promoting its new series, USA High, in malls and theaters and on-line. The USA High Mall Tour travels to six major cities over two weeks hosting on-site screen tests. The winner receives a walk-on part in the series.
The ‘Be-A-Star’ spot will run in theaters as a preview to feature presentations over the next month. Point-of-purchase displays and entry forms will be located in theater lobbies. Winners will also get a chance to appear on the show.
USA Network is also sponsoring a ‘Win a Cyber-Date’ print promotion with Total TV magazine. Participants have a chance to win a half-hour, one-on-one on-line chat with a star of their choice from the show.
In addition, the show will be promoted through USA High back-to-school prize package giveaways.