Big Red a 'Transformer' at Retail

Austin, Texas — For Big Red Inc., a major summer movie tie-in makes perfect sense. Its core consumer loves action and adventure, and summer is the biggest soda-selling season of the year. The beverage manufacturer tapped into the June 27 release of Paramount Pictures’ “Transformers: Age of Extinction” with an extensive social media campaign designed to drive consumers into stores, where custom packaging was among the P-O-P materials. “It was a no-brainer for us, given the popularity of the ‘Transformers’ franchise,” says Thomas Oh, senior vice president of marketing.The campaign included one sweepstakes awarding $25,000 in prizes (including collectible figures, Hasbro toys, DVDs, posters, etc.) and another that awarded a trip to Las Vegas to drive cars like those seen in the movie. Additionally, limited-edition cans featured “Transformers” characters.The social media activity centered on Facebook and Twitter. Big Red also used its primary website and dedicated microsites that supported account-specific promotions. A tribute video was launched on both the Big Red and “Transformers” Facebook pages via YouTube.Custom packaging rolled out May 19 and lasted through the end of July. Most account-specific programming in stores began in early June. Additional in-store materials included “Transformers”-themed truck displays that held multiple pallets of product. More than 750,000 POS components supported the promotion, says Oh, including standees, pole signs, static clings, shelf talkers, neck hangers and floor decals.“The studio was helpful in providing iconic movie assets to create impactful in-store theater,” Oh says. “We offered custom collector cans (six in total across Big Red and Big Red Zero product lines) throughout the summer that featured imagery from the movie.”Paramount Pictures was instrumental in coupling Big Red with Hasbro, another movie partner. Retail partnerships included a Walmart effort that featured celebration items such as napkins and plates, and a Target effort that offered exclusive themed toys. Other partners including Family Dollar, Corner Store (Valero), Kroger, Price Chopper, Winn-Dixie, Hy-Vee and Jewel-Osco carried the “Transformers”-themed packaging.Big Red worked with 360 Press Solutions, Cedar Park, Texas, and Baird Display, Waukesha, Wis., while handling the design work in-house.While Oh did not share specific budget numbers, he says this campaign was the largest in Big Red’s history.

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