Brands travel with 'Bratz'
Pair of tie-ins take different routesSecond Life promo aids "Phoenix" at Imax. See Brand Biz on page 18.
NEW YORK — Skechers and Vespa, two of the four tie-in partners for "Bratz: The Movie," are featured in the film. But Skechers got there as a result of promoting the movie, while Vespa was in the script from the outset.
Skechers, the biggest promotional partner on the Lionsgate film, is featured when the Bratz girls go shopping in the Skechers store at Hollywood & Highland and then walk around the shopping complex with Skechers shopping bags. They also can be seen wearing the Skechers shoes they bought at a talent show that same night. In addition to being integrated in the film and running a promotional campaign, Skechers also did a licensing deal with MGA Entertainment — the creators of the successful Bratz dolls — to sell a new branded Bratz shoe line.
Lionsgate vp promotions and licensing Aubrey McClure said that Skechers, which is interested in targeting the younger girl market, is a "young, cool, fun brand" and was looking for a licensing deal as well as a promotion and "became the perfect brand to align with. They not only allowed us to use their space for the production side but they did a large campaign on the promotional side."
Skechers is running a full-page print ad in CosmoGirl and Seventeen magazines featuring the four Bratz girls that promotes the film as well as the new Bratz shoe line. The retailer also is promoting the movie in its 150 stores in the U.S., on its home page, on a specially created Bratz microsite and with e-mail blasts to its 600,000 registered customers. Skechers also has given Lionsgate $50 gift certificates to use in the top 25 markets for radio and print promotions, McClure said.
The Skechers integrations were implemented as a result of the promotional deal, she added.
In the case of Vespa, the promotion emerged from the scooter being written into the script.
"The filmmakers were very adamant and felt it would be the perfect vehicle for the character Chloe to use," McClure said. "Vespa said that once they had seen the placement, they would want to work with us on a promotional level."
Vespa's promotion involves a sweepstakes with the local CW stations in Los Angeles and New York that offers fans the chance to win the Vespa featured in the movie. A customized Bratz promo spot is running on both stations driving viewers to log on to their local CW Web sites to enter to win. The promotion also is being featured on CW11.com and KTLA.com, and the contest page includes information on the movie and a link to the "Bratz" Web site.
Claire's Boutique is promoting the movie in 972 U.S. stores with a "Which of the Bratz Are You?" sweepstakes, 500,000 Bratz bag stuffers with sweepstakes details, a promotion on its home page and an e-mail blast to MGA's customer database, McClure said. The Newspaper Advertising Assn. is running co-branded customized print ads that feature the four Bratz girls from the film and promote newspaper reading in at least 170 newspapers and as many as 500. It also will run banner ads on newspaper Web sites.
McClure said that Lionsgate didn't line up the multimillion-dollar TV media buys typical of most tentpole film promotions because of the quick two-month production schedule for the movie. "There just wasn't the turnaround time," she said. But she added that Lionsgate already has received interest from brands for bigger promotions around a "Bratz" sequel.
"Bratz: The Movie" opens wide today.