Cross-promotion reigns supreme

I’ve been noticing the increasing convergence of product advertising with movie promotions. Cross-promotion isn’t new, by any means, but there seems to be a focus now on tying in a product with a popular sci-fi genre movie.

For example, right now Nissan is levering its 2017 Rogue crossover in a heavy rotation of video ads for the upcoming (December 16) release of Star Wars: Rogue One. (Cute how the car name matches the movie name, huh?) Beyond the video spots, the tie-in is also prominently featured on the Nissan Facebook page and on Twitter.

Here’s another example: in advance of the recent (November 4) release of Doctor Strange, Microsoft took a subtler approach but is none the less tying in its Surface Pro 4 to the sci-fi movie. Microsoft is also showcasing the relationship on Twitter. Perhaps it made an impact? Doctor Strange earned $85 million on its opening weekend, about $12 million more than predicted.

Audi had an easier chore since several of its automobiles were actually featured in the movie, particularly in an action scene that was key to the movie plot. The directors of the immensely popular Marvel Studios movie Captain America: Civil War explained that Audi offered to provide as many cars as needed for the production. The movie has raked in $408 million to date and was the #1 movie on its opening weekend in early May. In addition to promoting its cars through movie clips, Audi has featured its role in the movie on its Facebook page and on Twitter.

These cross-promotions will likely continue and especially if the movie tie-ins continue to be box office boffo!


2 thoughts on “Cross-promotion reigns supreme

  1. One of the earliest examples of cross-promotion was E.T. The story is that the producers wanted M & M candies but the candy company would not permit the product to be shown in the movie. The producers then contacted Hershey’s which allowed Reese’s Pieces used in a scene. The rest they say is history. – E.T was one of the highest grossing movies that year and sales of Reese’s Pieces skyrocketed. Do you have any examples of product placement in a movie that backfired on the company?


  2. I recently saw the Surface Pro 4 commercial and thought it was great. It was a good way to promote the film. My one biggest complaint sometimes is just how distracting some product placements in films can be. I enjoy watching a movie and not being taken out of the world thanks to random products thrown in. I notice this a lot with beer companies and cars. However, it is just going to be something that continues because it is a great way to bring in additional money.


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