5/19/11
Sun-Maid raisins began running a promotion earlier this month with a tie-in to Kung Fu Panda 2 which opens on May 26.
Consumers who scan the QR code on six-packs and 24 ounce canisters, can view trailers, learn more about the characters, download computer wallpaper and enter a sweepstakes with a trip for four to Zoo Atlanta as the grand prize, and stuffed pandas for runner-ups. (Lukovitz, 2011)
Given the success that Vidalia onions had with their Shrek tie-in, it seems like it’s worth a try.
But who exactly is the target for the effort? Given that the promotion is only open to those 18 and older, I guess it’s not kids. But do they really think adults care about the characters in a cartoon movie? I sure don’t. How about you?
Lukovitz, K. (2011, May 6). Sun-Maid Uses QR Codes For Movie Tie-In. mediapost.com. Retrieved May 18, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=150022&nid=126543
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1 comment:
In my opinion, mothers are the target. Of course Kung Fu Panda is for kids. Although, when kids watch the movies (for example, Kung Fu Panda 1, Toy Story, and Nimo etc...), parents watch those, too.
In addition, a grand prize is the key. If mothers want to buy raisins, they will choose some interesting one.
So, I think this campaign is suitable.
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