'Night at the Museum' T-Rex Trek

Brand: Night at the MuseumCompany: Twentieth Century Fox Home EntertainmentAgency: The Borden AgencyCampaign Title: Night at the Museum T-Rex TrekProduct Category: DVDsTime Frame: Spring 2007Award Category: National Consumer Promotion (Budget less than $1 million) Marketing OverviewAfter the film enjoyed a successful box-office run, Twentieth Century Fox Home Entertainment had to create an equally substantial buzz machine to announce the release of Night at the Museum on DVD and Blu-ray disc.ObjectivesGarner at least 100 million unpaid media impressions worldwide. Create substantial excitement and buzz for the video launch.Drive purchase at Wal-Mart stores nationwide (through a second tour)Strategy & TacticsThe T-Rex TrekRexy, the Tyrannosaurus Rex depicted in the movie, embarked on a whirlwind eight-day journey that took him from New York to Los Angeles. A replica dinosaur weighing approximately one ton and measuring 21 feet long was painstakingly built. (The process took approximately 3,000 hours to complete, with six to 12 people working in 12-hour shifts, seven days a week.)The completed Rexy was mounted to a custom flatbed trailer with LED lights, a sound system and bubble machines. A yellow Hummer like the one used in the movie was used to tow the creature. A tour manager (portraying a character), two PR representatives, four drivers, a lighting tech, and a maintenance tech followed behind in a branded luxury tour bus. The journey began with a star-studded gala on April 19th on the steps of New York's famed American Museum of Natural History, where the film took place. Cast members, featured animals and a troop of costumed characters bid farewell to Rexy as he departed for Los Angeles. Actress Mizuo Peck presented a "key to the museum," while Mickey Rooney handed over Rexy's favorite bone.The entourage stopped at major cities along the way, visiting natural history museums to acknowledge the film's role in driving attendance. At each museum, either the curator or the mayor of the city presented Rexy with a key. Stops included Philadelphia, Washington, DC, Detroit, Chicago, St. Louis, Kansas City, Denver, Las Vegas and San Francisco. A documentary film crew followed the tour, editing daily footage to uploaded to Yahoo Movies each night. The red carpet finale was held in Los Angeles at the Natural History Museum, where a special exhibit displayed props from the movie.T-Rex Trek Wal-Mart TourA second tour was created to travel exclusively to Wal-Mart stores. This tour featured a custom glass truck with Rexy inside. Upon arrival, Rexy rolled forward, sticking his head out of the truck to let consumers pose for keepsake Polaroid pictures encased in a branded picture frame. Other promotional items were handed out as well. Before arrival, each store received a giant 10-foot Rexy standee, as well as promotional banners and fliers promoting the visit.ResultsIn eight days, the tour:received more than 400 million unpaid media impressions, including footage of Rexy in L.A. traffic recorded by news helicopters and fed nationally through NBC News.helped spark the sale of more than six million DVD units in the first week, topping seven other new releases.attracted 22 million unique weekly visitors to Yahoo Movies.

'Night at the Museum' T-Rex Trek

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