Friday, June 12, 2015

Dino-Sized Marketing Deals for Jurassic World

Jurassic World, the latest summer blockbuster movie sequel to Michael Crichton's Jurassic Park novel, has some dino-sized marketing deals with brand partners. Just click to the store on the Jurassic World site, for instance, and you'll see Hasbro's tie-in toys, LEGO's new tie-in sets, and a closet-full of T-shirts for sale.

Critics aren't just talking about the plot--they're also talking about the product placement. For instance, the movie's website displays authorized Mike and Ike candies, Jimmy Buffett's Margaritaville restaurant on the island, and of course a 5-star Hilton hotel plug. Triumph motorcycles are prominently featured in the movie, as are Mercedes cars. Oh, and in-park shopping shown on the big screen? Lots of familiar logos there (Columbia Sportswear, Brookstone, and Oakley, to name just a few).

By the way, the official FB page has, on the movie's opening day, more than 400,000 likes (it's classified as "travel/leisure") and some fun comments that are very much in keeping with the idea of the sudden disaster that befalls the park. The Jurassic World Twitter account was opened 3 years before the movie's debut. The Instagram page has 90,000+ followers.

Whether or not movie critics love it, this movie sounds like a dino-sized marketing bonanza for all the brands involved.

UPDATE: Jurassic World broke box-office records, becoming the first movie to exceed $500 million in opening weekend receipts!

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