 "We
are proud to have broken new ground by partnering with Hitachi. This
is Hitachi's first foray into the branded entertainment space with
a feature film," said Paramount Pictures senior vice president
Worldwide Marketing Partnerships Lisa DiMarzio. "Hitachi's global
promotion with War of the Worlds is a multi-tiered campaign
that spans television, print, and online, and also includes several
innovative consumer activation tactics that will be unveiled throughout
the campaign," she added.
The War of the Worlds partnership, led by the Consumer Business
Group established in October, 2004, is the first of its kind for
Hitachi. Previously, Hitachi advertising or promotion activities
had been performed individually in each region (North America, Europe,
China, and Asia) and country.
Hitachi's approach to the War of the Worlds campaign is
based upon a new marketing strategy using the keyword "Glocal,"
a coined term combining "global" and "local,"
and is designed to improve Hitachi's consumer products business
and strengthen its brand power on a global scale.
Paramount Pictures distributes the film in North America and UIP
distributes in international markets, including Japan. 'The Ultimate
Visual Experience' campaign will launch on 1 May with a groundbreaking
convergence of entertainment and technology and continue through
31 August.
Hitachi's summer campaign with War of the Worlds occurs
during a period lacking any other events with worldwide appeal,
such as the FIFA World Cup or the Olympics, so Hitachi will aggressively
utilise the timeliness of 'The Ultimate Visual Experience' to increase
sales of its plasma televisions.
The global partnership with War of the Worlds marks a new
period for Hitachi regarding how they approach entertainment and
marketing. Adopting a new method combining product placement, whereby
Hitachi contributes the company's products for use in films, and
cross promotion, which supports and advertises the company or its
products by utilising product images in films, Hitachi is aiming
to not simply carry out conventional advertising activities for
product exposure, but to provide news hooks, deliver messages to
stakeholders, and improve its company image.
The company will gathered employees in charge of sales and marketing
worldwide for a global marketing conference, which was held from
25 - 26 April in order to implement its marketing campaign worldwide.
War of the Worlds is a contemporary retelling of the H G
Wells' seminal classic, the sci-fi adventure thriller reveals the
extraordinary battle for the future of humankind through the eyes
of one American family fighting to survive it.
|
