Time Warner is pushing synergistic marketing to new heights with a multilayered marketing assault to claim the month of October for Scooby-Doo.
Following an extensive marketing campaign for the launch of Scooby-Doo on Zombie Island last October, this year’s launch of Warner Home Video’s Scooby-Doo and the Witch’s Ghost will involve even more promotional partners in an estimated US$65-million campaign.
The campaign continues to expand from just pushing the video to raising the profile of the Scooby property. According to Cartoon Network’s VP of promotions marketing Phyllis Ehrlich, boosting a licensing program that already boasts 125 licensees, and drawing more viewers to Scooby programming on the Warner-owned network also rank as objectives.
Along with Cartoon, this year’s partners include Lego, General Mills, Welch’s-owned Bama Jams, Swanson’s and Sun-Maid Raisins, which is embarking on its first entertainment tie-in with the promo.
Programming support includes devoting Cartoon Theater (Saturday nights from 7 p.m. to 9 p.m.) to Scooby features during October, a 24-hour Scooby-Doo, Where Are You? marathon of back-to-back Scooby episodes starting at noon on October 23, a Scooby-Doo Movie Marathon on October 30 from noon to 8 p.m., and a Scooby and Scrappy-Doo Marathon of TV episodes running from noon to 8 p.m. on Halloween.
Cartoon will also repeat last year’s sweepstakes partnership with The Lego Group, this year offering a five-foot Lego Scooby-Doo to the grand prize winner of a watch-’n-win during October.
General Mills is chipping in with 6.5 million boxes of its monster brands (Count Chocula, Boo Berry and Franken Berry) touting the video, as well as special Scooby-shaped marshmallow bits in the cereals. National U.S. TV, FSI and in-store initiatives will support.
Bama Jams will distribute one million jelly jar tumblers sporting scenes from the video, supported by in-store displays and FSIs.
Sun-Maid Raisins is featuring an instant-win sweepstakes on 5 million bags of raisins. The grand prize winner walks away with US$10,000, and 10,000 runners-up get a copy of the video. Over 50 million FSIs and in-store signage supports.
Finally, Swanson’s will feature Scooby-Doo on 12 SKUs of its Fun Feast frozen dinners for kids, with a Scooby and the Witch’s Ghost promo overlay.
Michelle Allario, Cartoon’s VP of marketing, says the Time Warner conglomerate plans to launch more synergistic monster promos in the future.