Kmart, WB Make E Marketing Connection
BRANDWEEK.com, May 20, 2004
By Sandra O'Loughlin

NEW YORK -- Kmart and the WB Television Network, a unit of Time Warner,
have partnered in an integrated marketing campaign to launch five new Kmart fall
apparel collections and the WB's new season of shows...continued

 

Garfield Gulps Up Goldfish Partnership
In-Store Marketer Institute,
May 2004
By Carrie MacMillan

Pepperidge Farms' Goldfish brand has been lured by Twentieth Century Fox's
Garfield into developing the company's largest marketing campaign
to date...continued

 



Fox Draws Wendy's, Dole, ‘Goldfish’ for
Garfield Partners will Offer $20M in Support
for June Release.

BRANDWEEK,
By Todd Wasserman

Twentieth Century Fox has put together a $20 million-plus kitty from a litter of partners, including Pepperidge Farm, Wendy’s, Ashley Furniture, Valpak and Dole to provide promotional support for Garfield: The Movie...continued

 


Hungry Man's- King Size Adventure

BRANDWEEK, March 22, 2004
By Emily Fromm
2004 Reggie Gold Award Announced By PMA

It was a classic “Duh” moment: When marketers for Hungry-Man frozen dinners and for the TV series The King of Queens found each other, they realized they’d stumbled upon a match made in cross-promotion heaven...continued

 


Hungry Man - King of Queens

Los Angeles Times Dec 5, 2003.
By Meg James.
 Nielsen to Follow Popularity of Product Placement on Prime-Time Television; The ratings firm begins tracking service as more shows become vehicles for showcasing wares.
 

On Fox's "24," Kiefer Sutherland jumps behind the wheel of a Ford Expedition. On "The King of Queens" on CBS, Kevin James prepares to dive into a Swanson Hungry Man TV dinner. This week, Sears laid claim to ABC's "Extreme Makeover: Home Edition" to showcase Craftsman tools and Kenmore appliances…continued

 

REVLON – Artisan Dirty Dancing: Havana Nights
 
BRANDWEEK, September 1, 2003
By Becky Ebenkamp
Artisan: ‘Havana’ Fiesta
 
Artisan Pictures has penciled in a full dance card of promotional partners for the February 2004 theatrical release of Dirty Dancing: Havana Nights.
 
Revlon, Virgin Mobile, Blimpie Subs & Salads, FTD.com, Knorr, Kay Jewelers, Univision, Southwest Airlines Spirit magazine and others will join the studio in a U.S. marketing campaign that will be more than $60 million- Aritsan’s biggest tie-in package...continued


Revlon –MGM Die Another Day

PROMO, April, 2003
By: Kathleen M. Joyce
2003 Reggie Finalists Announced By PMA
 
Top Of The Class
 
While brawn and beauty got a nod, the majority of finalists in this year’s Reggie Awards had something that appealed to the kid in all of us.  The Promotion Marketing Association, New York City, announced finalists in mid-February; winners were announced by the PMA at its annual conference in Orlando last month.  The standings by category will be published in PROMO’s May issue…continued

 


Hungry Man - King of Queens

BRANDWEEK, March 24, 2003
THE BIZ by Becky Ebenkamp
TV Dinner Fit for a King (of Queens)
 
In a match seemingly made in TV heaven, Sony Pictures Television’s blue-collar comedy The King of Queens and Pinnacle Food Corporation’s Hungry-Man are putting the “TV” in TV dinner with a cross-promotion to publicize the fall syndication launch of the CBS series…continued

BROADCASTING & CABLE, March 17, 2003
By: Steve McClellan
 
n TV Dinners on King of Queens Syndie Menu
 
Even if television does put 10 pounds on your appearance, amiable Kings of Queens star Kevin James is a big man, and there’s a good chance that, when you’re strolling the aisles of your favorite grocery this summer, you’ll see his mug smiling at you near the frozen-food case. He’ll be advertising Hungry Man frozen dinners…continued

 


Revlon- How To Lose A Guy in 10 Days

Brandweek, February 3, 2003
By C.B.
Revlon, Conde Nast Partner on 'How to Lose a Guy'

Screenwriters on the movie How to Lose a Guy in 10 Days didn't exactly paint the most realistic picture of the magazine biz with Bebe Neuwirth's editor character doing down and dirty sales pitches on potential advertisers, but they were pretty darn accurate about one thing: beauty editors' sample press packs... continued

AD Age, February 2, 2003
By Jefferey D. Zbar
Special Report, Madison and Vine
Ad, talent shops dance a tentative tango: Culture clashes seem inevitable as operations meld.

Ad and talent agencies--co-existing in the entertainment realm but traditionally servants of different masters-may be on a collision course as they all pursue the purported heir apparent of the 30-second commercial... continued

Women's Wear Daily
Friday Beauty, January 24, 2003

Revlon Screening: Kate Hudson isn't the only beauty to make a mark in the upcoming "How to Lose a Guy in 10 Days," opening nationwide Feb. 7. Revlon products prominently appear throughout the romantic comedy, also featuring Matthew McConaughey and premiering in Los Angeles on Monday... continued


Philips/Norelco- Die Another Day

HomeWorld, February 18- March 3, 2002
 '007' To Promote New Norelco Shaver
By Ed Lieber, Senior Editor
Chicago

Norelco plans to launch a new high-end shaver in mid-November in connection with a promotion for the 20th James Bond movie.

For competitive reasons, Norelco would not disclose anything about the shaver other than where it fits in the supplier's shaver price spectrum. "It will be our premium product," said Tom Evangelista, senior vp/marketing, Philips and Norelco brands, North America... continued


All Access: Front Row. Backstage. Live! Presented by Certs

BRANDWEEK, March 19, 2001
THE BIZ By David Finnigan
All About the Bandwith

The IMAX theaters are working with Bloomingdale's and Certs to promote the April 6 opening of the IMAX concert film All Access: Front Row, Backstage, LIVE!

Bloomingdale's stores in Los Angeles, Chicago, New York and Miami will have "All Access Nights" this Thursday, with private shopping, gifts with purchase (good for men's and cosmetics departments) and door prizes, such as ... continued



ENTERTAINMENT MARKETING LETTER, April 1, 2000
 Certs Gets Access With Imax In 2001 Sponsorship

Warner-Lambert's Certs breath mints has taken prime sponsorship for Ideal Entertainment's All Access, a rock-and-roll film destined for Imax theater distribution in February 2001. Carlos Santana, George Clinton, Sting, B.B. King, Mary J. Blige, Kid Rock and other stars are featured in the hourlong film, reports Michelle Hagen, VP Worldwide Film Marketing for Imax.

The picture, which coincidentally features a number of musicians who won awards at the Grammys this past February, is opening day and date with the 2001 Grammy Awards to be broadcast next February, reports Diane Salerno, President of Salerno & Associates, who represents Imax in the deal. In her sponsor search, Salerno consulted with Alyse Kobin, President of Kobin Enterprises (phone: 212-979-9200, x12). ... continued



PROMO, April, 2000
Campaign trail

Certs goes the solo route as sponsor of All Access, a behind-the-scenes concert movie from large-screen film distributor Imax Corp. and producer Ideal Entertainment. Set for a February 2001 release, the film will feature performances from Carlos Santana, Sting, B.B. King, Sheryl Crow, Kid Rock, and a host of others. ... continued



ENTERTAINMENT WEEKLY, March 24, 2000
TO THE MAX

During most of Grammy week, Rob Thomas of Matchbox 20 didn't get much sleep. He sang "Smooth" with Carlos Santana at the pre-Grammy Arista gala, followed by their joint appearance on the Grammy telecast itself, with no shortage of parties to keep his midnight oil burning. But as he prepared to go inside L.A's Grand Olympic Auditorium to film a live version of "Smooth" with Santana for a large-format concert movie... continued


MET-Rx- Any Given Sunday

BRANDWEEK Vol.XXXX No.45 November 29, 1999
Met-Rx Inks Stone Pic;

It's a multimillion-dollar promotion between a Hollywood studio and a corporate partner that started with product placement in a film whose football playing star, as the story goes, wins a much-coveted endorsement with the brand.... continued




Philips-Enemy of the State

ENTERTAINMENT MARKETING LETTER, January 1999
Leveraging Entertainment Tie-Ins: Enemy of the State

"The promotional environment is very different now than it was a year ago when Men in Black so successfully tied-in with Ray-Ban," according to Alyse Kobin, whose agency, Kobin Enterprises, masterminded the Columbia/Ray-Ban tie-in in 1997 and who also brought Philips Consumer Communications and Buena Vista Pictures Marketing together to cross-promote the holiday release Enemy of the State. "Today talent is much more selective about its tie-in affiliations and clients are more strategic about their initiatives," she says... continued



PROMO Magazine, March, 1999
Talking Back: As promotional phonecards mature, marketers add more take to their giveaways.

LOOK IN ANY WALLET OR PURSE THESE DAYS and there's a real good chance a pre-paid phonecard is tucked inside. How good? According to Boston-based consulting firm The Yankee Group, at least one member in 34 percent of 102 million U.S. households has used the dandy little device.... continued



ENTERTAINMENT MARKETING LETTER, October 1998
Philips Is Cranking Up The Volume On Its Entertainment Marketing With Touchstone Films Cross-Promotion

"We're here but we haven't been loud," says Barbara Krafte of Philips Consumer Communications, the consumer electronics division of Amsterdam-based Philips Electronics.

Philips, however, is cranking up the decibel level as it mounts a global marketing campaign in which entertainment tie-ins play a major role. Most immediately: a multi-tier promotion built around product placement in Touchstone Films' Thanksgiving release, Enemy of the State.

Starring Will Smith, Gene Hackman and Jon Voight, the film is used by Philips to position its brand in the U.S. and, ultimately globally.... continued



ADVERTISING AGE, September 21, 1998
Philips signs global deal with Disney movie
(Murray Hill, N.J.)

Philips Consumer Communications is doing a multimillion-dollar global promotion as single sponsor partner of Walt Disney Co.'s "Enemy of the State," one of the holiday season's big films. The tie-in includes product placement of mobile phones, pagers and monitors. Kobin Enterprises, New York, managed the promotion... continued



BRANDWEEK September 21, 1998
Tie-Ins: Will Do
Philips Abroad for $10M Push Tied to Enemy

Electronics giant Philips is diving head-first into its inaugural entertainment cross-promotion via a deal with Disney to hype its Touchstone Pictures' holiday season action thriller Enemy of the State with $10 million in fourth-quarter media buys and in-store hype across thousands of consumer electronics retailers... continued



Philips, Disney, Kobin to Detail Enemy Tie-Ins

Philips Electronics, Buena Vista Pictures and Kobin Enterprises will give a rare pre-release look at the marketing strategy behind Touchstone's Thanksgiving release, Enemy of the State, at the 10th Annual EPM Entertainment Marketing Conference next month.... continued





Just Born- Atlantic Records: Mike & Ike/Music Madness

PROMO, May, 2000
Musical Confections
Just Born hits high notes with Atlantic Records' help

Candy maker Just Born, Inc., Bethlehem, PA, has historically carved out comfortable market share with low-key promotional campaigns. Its Mike & Ike brand is among the top five sellers in the soft, chewy segment, while its Hot Tamales is the No. 1 brand in cinnamon candies.

But Just Born decided last spring it could use a little more flavor in its advertising, especially if it wanted to muscle in on the big boys of the candy category. The company, along with New York City-based agency Kobin Enterprises, recruited Atlantic Records, New York City, to give it some star power... continued



PROMO Magazine, March 1999
Don't Sing with Your Mouth Full
Just Born, Atlantic Records perform a duet.
Bethlehem, Pa.

Candy maker Just Born Inc. is looking to serenade its 12- to 24-year-old core market with Music Madness, a nine-month promo starting April 1 that will reward more than three million prizes in conjunction with partner Atlantic Records. The program is the biggest ever for Just Born, says group product manager Matt Pye... continued



CONFECTIONER MEANS BUSINESS,
January/February 1999
Mike and Ike and Hot Tamales Tune up for "Music Madness" with Atlantic Records

Just Born, Inc. manufacturers of Mike and Ike, HOT TAMALES and Marshmallow Peeps® dances to a different beat with the announcement of a national consumer promotion.

Uniting with promotion partner Atlantic Records, one of the nation's leading record labels, the Bethlehem, Pennsylvania-based candy company's promotion offers music and candy fans a chance to win over three million music-related prizes. ... continued



BRANDWEEK,
January 18, 1999
Just Born Candies Get Big Bang With Atlantic Records Cross-Promo

Looking to break out of a candy media landscape dominated by better heeled behemoths, Just Born Inc. is latching on to music to make a bigger bang with its 12- to 24-year-old target through a national cross-promotion with Atlantic Records, backed by $2 million in media, including its first TV buy.

The "Music Madness" sweeps, running April 1 through December, will splash the artists All-4-One, Hootie & the Blowfish, Edwin McCain and Sugar Ray on 15 million packages of Mike and Ike and Hot Tamales, ... continued




Smirnoff - Tomorrow Never Dies

ENDORSEMENT INSIDER, January 1999
Production Partnership as an In to the Stars

Conventional thinking holds that unless you have a multi-million dollar marketing budget and will only show your ads in Japan, your chance of snaring A-list movie talent on behalf of your product or service is slim to none.

In this case, Conventional wisdom is mostly right.

The exception are promotional partnerships with Hollywood productions that tie in the star or stars of the film. To help hype their latest project, some big name actors are willing to shill for companies committing promotional muscle to the studio. ... continued



Letter:
Ms. Shirley MacGregor
Guinness UDV
750 East Main Street
Stamford, CT 06902

April 28, 1998
Dear Alyse:

I would like to commend everyone at Kobin Enterprises for the outstanding job on the delivery of the Bond Sweepstakes.... continued



AD AGE, November 10, 1997
Smirnoff vodka stirs tie-in with new James Bond movie

Marketer: Grand Metropolitan
Effort: Smirnoff vodka tie-in to "Tomorrow Never Dies" the latest James Bond film, opening Dec. 19
Agencies: Kobin Enterprises, Lowe & Partners/SMS and Y & R Advertising, all New York
Twist: Grand Met is playing off a longtime link between the Russian vodka and 007. Smirnoff has appeared in Bond movies since 1962's "Dr. No" for a $7 million holiday promotion, its largest ever.... continued





Ray-Ban- Men In Black

AMERICAN DEMOGRAPHICS, March 1999
By Wayne D'Orio
Clothes Make the Teen: Product tie-ins with Hollywood help companies stay cool



Movie companies aren't getting rid of their costume budgets yet, but if deals with apparel manufacturers keep proliferating, they might be able to. Recently, two feature films and a TV show have lined up tie-in deals with clothing companies that live and die by teen consumers. Their agreements give the movies added exposure through the company's ads and publicity, while delivering the critical buzz needed to keep the brands hot in the fickle-but lucrative-teen market.... continued



ENDORSEMENT INSIDER, January 1999
Production Partnership as an In to the Stars

Conventional thinking holds that unless you have a multi-million dollar marketing budget and will only show your ads in Japan, your chance of snaring A-list movie talent on behalf of your product or service is slim to none.
In this case, Conventional wisdom is mostly right.
The exception are promotional partnerships with Hollywood productions that tie in the star or stars of the film. To help hype their latest project, some big name actors are willing to shill for companies committing promotional muscle to the studio. ... continued



BRANDWEEK, May 11, 1998
Unusual Suspects
Megabrand movie tie-ins have become standard fare. Now, Hollywood is romancing a new generation of corporate partners, and niche is no object.
By T.L. Stanley

While it may be a little tough to believe, people in Hollywood really are human, and they can get into a rut just like anybody. Take promotions executives, for example, and their years-long penchant for pairing big ticket entertainment properties with only the best known fast food restaurants, soda, snacks & sweets, mining the same territory as if a summer or holiday movie launching without a McDonald's, Burger King, Coke, Pepsi, General Mills, Kraft or Frito-Lay cross promotion is destined for failure. Not that tens of millions of marketing dollars aimed at the masses is anything to sniff at, but the partnerships seem to be becoming a bit rote, even the executives would admit.

But that was then. This is now.... continued



VARIETY. September 24, 1998
Size mattered for product tie-ins
By Richard Morgan

Hollywood's summer of record revenues and special effects was, for licensees, a season of soft sales and special efforts.

Sony set the tone by obligating Taco Bell and other "Godzilla" merchandisers to keep the lizard under wraps until its May 18 premiere. Eight weeks later, DreamWorks gave the season its tie-in twist: a PG-13 rating for "Small Soldiers," long after Burger King had cast the surprisingly violent flick as its Kids Club centerpiece.... continued



PROMO Magazine, December 1997
Anatomy of a Hit
How Ray-Ban's Jon Gieselman eyed up the movie tie-in of the year

It was so good it had to be easy. Even before Men in Black came out on July 2 to dominate the summer movie field, its tie-in with Ray-Ban looked so natural it had to be a no-brainer, right? Tell that to Jon Gieselman, brand manager of the most famous sunglasses in Hollywood.

While there were breaks that helped Ray-Ban's tie-in become the hands-down winner in Hollywood this year, it took plenty of work from Gieselman, 29, co-producers Sondra Wellmerling, Bill Sotis, and Debra Jansen, execs at Columbia Tri-Star, Amblin Entertainment, and the Kobin agency to pull it off.... continued



ENTERTAINMENT MARKETING LETTER December 1997
Entertainment Marketers in A Maturing Business Return to the Promotion Basics for Success

It may be that 1997 is the year which entertainment marketing has come of age. Taking stock of the 9th Annual EPM Entertainment Marketing Conference, which drew almost 500 marketers and their partners to the Universal City Hilton & Towers in Los Angeles last month, shows players and marketing culture have evolved to a level of professionalism that relies neither on reinventing marketing concepts nor plugging into promotion fads... continued



BRANDWEEK, November 24, 1997
Ray-Ban Eyes MiB Redux with Blues
By T.L. Stanley

Bausch & Lomb's Ray-Ban unit, still giddy from the success of its first-ever movie promotion with Sony's Men in Black, will launch its next tie-in with Universal's Blues Brothers 2000. The sunglass maker plans a global retail presence, a flood of Gen X-targeted media and some of the most extensive product placement it has ever undertaken... continued



BRANDWEEK, October 13, 1997
Men in Ray-Bans

Program: Ray-Ban/Men in Black promotions
Marketer: Bausch & Lomb, Rochester, N.Y.
Agency: Kobin, N.Y., marketing
Arnell, N.Y., creative advertising

Take a close look at the Ray-Ban shades gracing the no-nonsense mugs of Tommy Lee Jones and Will Smith in the ads and posters from Men in Black. Notice anything missing? The famous Ray-Ban logo - that tiny but all-important stamp that usually shows up on the bottom corner of the lens - isn't there. Normally, that would be enough to make a brand manager weep, especially since the film was the major blockbuster of the summer.

As it turns out, the filmmakers at Columbia TriStar needed to use special glare-proof lenses, meaning the regular lenses and the logo bit the dust. So, how would a consumer ever know that those shades are, in fact, Ray-Bans?... continued



SPEECH:
By Michael T. Gillen,
Corporate Vice President of Bausch & Lomb, Inc.
on Rochester Premiere night of Men in Black
June 27, 1997

For more than 2 generations, Ray-Ban sunglasses have been worn by famous faces and characters in some of the most successful films in history. Characters such as Jake and Elwood in the Blues Brothers, Joel in Risky Business, and Joel Senior (Maverick) in Top Gun. Independence Day, Pulp Fiction, and Jerry McGuire, are a few more examples of previous successful Ray-Ban premieres. In these films Ray-Ban has portrayed the style and character that has influenced fashion around the globe... continued



LETTER:
Mr. William J. Sotis
Vice President
Marketing
Bausch & Lomb, Inc.
July 7, 1997

Dear Alyse:
On behalf of all my staff, I wanted to thank you and all of your staff for the excellent support you provided us in making the Men in Black program a success.... continued



Keebler

BRANDWEEK, April 3, 1995
Keebler Hits Arcade for Pizzaria Reset
Promotions By Gerry Khermouch

Keebler Salty Snacks, which restaged its flagging Pizzarias chips in January, will marshall video arcades and Brutal monsters to reach teens where they hang.

Keebler this weekend launches a sampling blitz and sweepstakes at more than 200 Time Out and Aladdin's Castle arcades, tying into the release of Gametek's Brutal: Paws of Fury PC game. The promo, "Pizzarias Delivers the Brutal Challenge, " will sample 1 million-plus 1oz. packs during high-traffic hours after school and on weekends and give away 50,000 playable demos of Brutal, plus chances at one of one of 100 full-length versions, valued at $59.95.... continued



BRANDWEEK, April 24, 1995
Brand Builders
Pizzarias Game Not Over

Program: "Brutal Challenge"
Marketer: Keebler
Agency: Kobin Enterprises, N.Y.
Key players:
Keebler:
Mark Miranda, Marketing Director
Jamie Miller, Brand Manager
Kobin Enterprises:
Alyse Kobin, President
Sharon Tracy, Vice President

To start a buzz among teens for Pizzarias chips, Keebler is taking its samples and sweepstakes to video arcades and movie theaters, with a plan to drive traffic into its core retail channel, the supermarket. "Pizzarias Delivers the Brutal Challenge" recently broke at more than 200 Time Out and Aladdin's Castle arcades, tied into the release of Gametek's Brutal: Paws of Fury PC game.... continued



BRANDWEEK, June 5, 1995
 Pizzarias Inspire Dredd
Licensing by Gerry Khermouch

Keebler Salty Snacks, lurking in teens' convenience store hangouts, this summer hitches up Pizzarias chips for a ride with Disney's Sylvestor Stallone vehicle Judge Dredd... continued



BRANDWEEK, September 19, 1994
KEEBLER GOES CYBER
Promotions By Gerry Khermouch

Keebler in November will bring supermarket aisles into the personal computer marketing mix via a fall sweepstakes offering multimedia-related PC gear, capped by 50 of Compaq's new Presario home computers.

The instant-win promo, styled "CD-ROM Snack to Win Multimedia Giveaway Sweepstakes," rolls into some 30,000 grocers and mass merchandisers.... continued



PROMO Magazine, October 1994
Creative Gallery
Keebler Brings You the Shadow
Agency: Kobin Enterprises Limited
Client: Keebler Co.
Communications Disciplines: POS materials, trade materials, FSIs, sales materials, sweepstakes, radio spots
Creative Director: Cliff Sloan, The Sloan Group

Overview: Keebler Co. tied in with Universal Pictures' summer release "The Shadow" to offer consumers and retailers a program that heightened product awareness and generated multiple purchases of salty snack products. The first phase of the program offered consumers free custom designed "Shadow" posters when they submitted two proofs of purchase. Retailers also received merchandise.... continued



BRANDWEEK, February 27, 1995
Chachos Shanghai'd
Promotions By Gerry Khermouch

Looking to be heard above the din of bigger tortilla chip brands, Keebler Co. will renew techie ties of its holiday CD-ROM Snack to Win promotion with a promo for its Chacho's chips that offers a free multi-title demo from Activision.... continued



Advertising Age, Brandweek and Promo
Do you believe in magic?
Keebler/Sprint

"FONMAGIC sm helped make my sweepstakes a huge success. And made believers out of us."

"With my ŒKeebler Brings You the Shadow' promotion I wanted increased consumer involvement and trial of my brand. I got it. Over a million callers to my FONMAGIC 800 number in 48 days. Every one excited. Involved. FONMAGIC is a terrific tool that helped provide more immediacy to the promotion. FONMAGIC, I'm a believer!" ... continued