A Retail Blockbuster

Dinosaurs ruled the world of retail this summer as the June 22 theatrical release of Universal Studios’ “Jurassic World: Fallen Kingdom” inspired a variety of promotions across retail channels.Walmart brought players of the Jurassic World Alive augmented reality mobile game to stores from June 6 to July 31 for branded “supply drops” delivering in-game loot. In-store posters promoting the free game, which was developed by Universal and game publisher Ludia, asked players to snap a picture or take a video of a dinosaur using the AR function and share it via social media with the effort’s #JWUnleashed hashtag. A standee and a ceiling banner supported.The game was also promoted within a branded “Survival Guide” booklet distributed at stores hosting promotional events, which took place across six states from May 30 to July 8.Meanwhile, Kellogg Co. gave Walmart an account-specific overlay to its national campaign. The mass merchant exclusively stocked four Kellogg’s, Keebler and Cheez-It SKUs in custom packaging delivering a holographic viewer shoppers could use with their smartphones to discover dinosaurs from the film.Lego Group and Mattel also provided Walmart with exclusive licensed products. Local radio spots positioning Walmart as “America’s best toy shop” plugged the former’s Velociraptor SKU, among other items. The licensed products were stocked on a dedicated endcap in the toy department. Nearby in Action Alley, dump bins merchandised licensed Maskimals – mascot-like, plush animal heads.On Walmart.com, a dedicated e-commerce landing page plugged the aforementioned promotions, linked to branded items and delivered exclusive interviews with film stars Chris Pratt and Bryce Dallas Howard.Mars Inc.’s Skittles also directed consumers to Walmart for its licensed SKUs via mobile ads running on such apps as Words With Friends. PepsiCo/Frito-Lay’s Doritos supported its licensed SKUs with display ads running throughout Walmart.com. Themed Facebook updates from Walmart rounded out the promotional activity.Channel rival Target boasted its own “Jurassic World: Fallen Kingdom” exclusives including Velociraptor and Tyrannosaurus rex figurines from Mattel’s Jurassic World Legacy Collection, Kraft Heinz Co.’s Jell-O Play SKUs containing dinosaur- and Lego-shaped molds, and a Funko Pop figurine of Pratt as Owen Grady, the film’s protagonist, holding a baby raptor.The aforementioned items were stocked on an endcap in the toy department outfitted with signage depicting a Tyrannosaurus rex. A character shop on Target.com corralled licensed merchandise while spotlighting exclusive products. A Google paid search ad supported, linking to the destination.Elsewhere in stores, packages of Ferrero’s Kinder Joy eggs boasting a surprise toy from the film received secondary merchandising space via shelf trays on dedicated upfront endcaps. Licensed apparel was also stocked on racks near store entrances.Kellogg also gave exclusive packaging to Amazon for Kellogg’s Frosted Flakes cereal and Keebler Fudge Stripes cookies. The first-of-its-kind packaging used an extra cover flap that opened like a book to reveal a seven-inch screen that plays five minutes of exclusive behind-the-scenes content from the making of the film. Even with a $24.99 price tag, the 200 available SKUs sold out quickly after launching on June 18.Amazon also leveraged the film. On May 30, a flatbed truck drove around Los Angeles carrying a massive version of Amazon’s shipment box punched with air holes, stirring up attention and social media shares prior to an unboxing by the film’s stars that revealed the box’s contents: a life-size Tyrannosaurus rex statue.The box depicted an #AmazonFindsAWay hashtag and bore a label sporting a SmileCode scannable via Amazon’s mobile application to watch a video of another part of the giant package’s journey and access an e-commerce page for discounted Jurassic Park films.The label and aforementioned video ultimately prompted consumers to ask their Amazon devices, “Alexa, ask Jurassic World what’s inside the box?” Developed by Universal in partnership with Earplay, the “Jurassic World Revealed” Alexa skill offered a teaser for an interactive audio experience that went live later that month.Several grocers also ran smaller promotions with the help of CPGs with licensing deals tied to the film.ShopRite teamed with Kellogg to offer Price Plus Club loyalty cardholders two free 24-packs of store-brand water with purchase of four eligible SKUs from brands including Pop-Tarts, Corn Pops and Eggo from June 3-9, according to various blogs.Publix ran a feature in its May 26 coupon book offering $5 off a movie ticket via Fandango Rewards with purchase of $12 worth of product from Doritos or Dr Pepper Snapple Group’s Dr Pepper from May 26 to June 22. The feature also offered a coupon for $2 off the combined purchase of a Frito-Lay multipack and select Dr Pepper SKUs.Southeastern Grocers’ Bi-Lo and Winn-Dixie offered loyalty cardholders a $13 movie ticket via Fandango Rewards with purchase of three SKUs from Kellogg Co. brands including Pop-Tarts, Rice Krispies Treats and Nutri-Grain from June 6-12.

A Retail Blockbuster

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