Warner Bros has partnered with Cadbury Bournville, the dark
chocolate brand from Cadbury, for the release of its soon-to-be
released Hollywood movie 'The Dark Knight Rises' (TDKR).
Bournville will pull out all stops for the cinema release
through an integrated marketing campaign. According to the
company, the association will delight the Indian youth who
await the release of the movie on 20 July, and for whom the
love for the 'Dark' will come together with this union.
Cadbury Bournville - TDKR integration comes to life with special
brand packaging, in-store branding, on-ground activities,
and television and cinema campaigns. The campaign has been
designed and created to ensure engagement across all touch
points to reach out to fans of the movie franchise as well
as Bournville loyalists.
there is a Bournville's digital campaign especially created
for the TDKR association. The digital campaign has been brought
to life with an online contest that aims to add to the wave
of anticipation and excitement with the legion of movie buffs
and dark chocolate fans.
India director - snacking and strategy Chandramouli Venkatesan
said, "As the fans await the movie of the year to be
released in India, we plan to take the 'The Dark Knight Rises'
release to greater heights and even greater excitement among
Bournville consumers. The movie characterises strong feeling
of emotions among youth, something that Bournville lovers
are known for. The Bournville brand fit with the Dark Knight
franchise cannot be any better than this. It's like the Dark
Knight really has a "Dark" companion in India."
Dark Knight has taken centre stage on Cadbury Bournville's
Facebook page, with contests and gave 100 "lucky"
digital campaign also features a 30-second commercial viewed
on Cadbury Bournville's official YouTube channel. The video
is interactive in nature as daily trivia around the Batman
franchise will be posted on it with prizes for winners. Those
with the right answers will win passes to the pre-screenings
of TDKR which will be organised in cities of Delhi, Mumbai,
Bangalore, Kolkata and Chennai.
Cadbury Bournville-TDKR association, a 30-second TVC will
be rolled out in the second week of July. It will be aired
on television channels and cinema theaters.
TDKR packs of Bournville will run an online contest for customers
where one lucky winner will stand a chance to win a free trip
for two to Warner Bros. Movie World in Australia. The contest
will be available on all packs of Bournville - Rich Cocoa,
Hazelnut, Almond, Raisin and Nut.
association will be promoted in-stores through heavy trade
activations in traditional and modern trade throughout the
month of July. The campaign will continue to be driven through
direct marketing and promotional activity.