As if Angelina Jolie wasn’t enough of a draw, Paramount is teaming up with Pepsi, NBC and Taco Bell to get older kids and teens revved up about Tomb Raider, due out June 15. At Pepsi, the name of the game is ‘Raid The Pepsi Search For PlayStation,’ running from May 14 to the end of June as part of a US$15.5-million advertising effort. The North American promo runs in specially-marked packs of Pepsi and behind the label of six 24-ounce bottle packs and two- and three-litre bottles.
With 300 million specially-marked Pepsi packages in the U.S. and 30 million in Canada, prizes include: 10 Sony Entertainment Centers (consisting of a big-screen TV, a PS2 and a Sony Home Theater package); 2,000 PS2s; 3,000 PS1s; 25,000 video games; and 100,000 Lara Croft movie posters featuring film star Angelina Jolie. In-store signage will support.
A 30-second Wild Cherry Pepsi TV commercial-based on the Tomb Raider theme and put together by BBDO New York-will also drive Pepsi’s advertising message. The spot will feature a stand-in stunt double for the bodacious heroine who performs a motorcycle trick in order to get her hands on some Wild Cherry Pepsi, which Pepsi feels reflects and fits the personality of the film. On-line support has the Pepsi website linking to the official Tomb Raider site (www.tombraidermovie.com). This is Pepsi’s first movie tie-in since Star Wars: Episode I-The Phantom Menace two years ago.
Starting this month and running until the NBA Finals in mid-June, Tomb Raider promo spots will air on NBC during prime time, late-night programming, and throughout NBA coverage. The NBC Agency/Paramount Pictures-produced spots encourage kids and other viewers to log on to www.nba.com to enter the Tomb Raider sweepstakes. Prizes include a trip to Paramount studios in Hollywood, Tomb Raider screenings and NBA event tickets. Billboards will also air during the NBA on NBC telecasts promoting the sweepstakes.
From June through July, Taco Bell will promote Tomb Raider with a multimillion-dollar ad campaign, including TV ads and a QSR drive consisting of a match-and-win contest, collectible cups, counter mats and signage. Other kid premiums include archeologically-themed toys inspired by the movie. Taco Bell’s website will also link to the Tomb Raider site.