Universal Studios is gambling that broad and wide is the way to go to push the April 28 release of The Flintstones in Viva Rock Vegas.
With that in mind, keystone promo partner Burger King is expanding its Flintstones Kids Meal program to hit 40 territories around the globe following a domestic kick-off in the U.S. on May 1. Four interactive premiums will be available with the purchase of a Big Kids Meal during the four-week program, with dedicated national TV spots and in-store supporting in the U.S. The program will then follow the international release of the film with QSR promos in the regions of Asia-Pacific, Latin America, Europe and the Middle East.
Universal is also leveraging the support of: Kraft, which produces Post Fruity and Cocoa Pebbles cereals; Bayer, makers of Flintstones vitamins; and Cartoon Network, which airs the classic animated series The Flintstones.
Kraft will feature bursts for the movie on 10 million boxes of Pebbles cereal along with offers for free kids matinee movie tickets. TV and print media will support the two-month program launching April 25.
Bayer is launching a Find the Great Gazoo sweeps May 1, offering Universal Studios theme park trips to winners who find Gazoo inside packages. One million vitamin packs will participate with FSI support.
Cartoon Network is chipping in with prime-time stunt Flintstones programming from April 16 to 20, as well as an on-air sweeps overlay on CartoonNetwork.com.
More recent additions to Universal’s stable of promo partners include TNBC and PetsMart.com. TNBC will tie in with an on-line Flintstones quiz offering winners the chance to become teen reporters on the set of an upcoming Universal flick. PetsMart.com is partnering for a national in-store and on-line Be a Star sweeps. The grand prize winner and pet get a trip to Hollywood for a walk-on in an upcoming Universal feature, as well as a day at the spa for the pet owner and a day with a celebrity groomer for the pet (assuming it’s not a fish). PetsMart’s Web site, 500 retail locations and an FSI will support.