I hope the movie is as much fun as the commercials.

With the launch of the final Hobbit movie rapidly approaching (December 17) partner videos are beginning to appear. 

So far I have only seen Air New Zealand's safety video.  As with their tie-in to the previous release, it not only makes me want to see the movie, it makes me want to visit New Zealand.  And it's lots of fun.  If you haven't seen it yet, you can check it out now.

https://www.youtube.com/watch?v=AO6al0rglD0

Watching it makes me wonder why other advertisers don't step forward to make sponsor safety videos.  It's a rare instance with a captive audience that might actually be grateful for your efforts.

Also on board for the launch, Greyhound has announced that they will be partnering with the movie in their first ever cinema campaign.  Kim Plaskett, VP of Marketing, points out that cinema is a great way to reach people (i.e. young men) who are difficult to reach through traditional media.  And of course the timing is perfect. (Baar, 2014)

But I have to admit that I am rooting for a even weirder tie-in to emerge, something like Denny's hobbit inspired menu of 2012.   Of course it will be hard to top Gandalf's Gobble Melt and Bilbo's Berry Smoothie.  But here's hoping someone is up to the challenge.

(2014, December 4) Baar, A. Greyhound Takes Movie Audiences To Middle Earth.  mediapost.com. 

Retrieved December 5, 2014, from http://www.mediapost.com/publications/article/239461/greyhound-takes-movie-audiences-to-middle-earth.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=78462

(2012, October 25) You Shall Not Fast!  adelaidenow.com.au.  Retrieved December 5, 2014, from

http://www.adelaidenow.com.au/entertainment/movies/you-shall-not-fast-dennys-hobbit-menu-takes-movie-tie-ins-to-weird-level/story-e6freeuc-1226503066119?nk=aa73dad2f00e992f47f132df7f5a4831

 

Can an in-flight safety video persuade you to go to the movies?

If you fly Air New Zealand soon you may get the chance to see something unexpected.  In place of the standard in-flight safety video which seems designed to put people to sleep, they are currently running a Hobbit-themed video featuring hobbits, elves, and even a cameo appearance by director Peter Jackson.  The promotion includes a chance to win passes to attend the world premiere of “The Hobbits.” (Russell, 2012)

But, what’s more interesting to me is the idea of turning a forced exposure into an entertainment/marketing opportunity.  I am reminded of a flight attendant I once had on an American Airlines flight, who added a bit of shtick to the standard message.  She got my attention, made me laugh and perhaps most importantly got me to tune into her speech instead of ignoring it as I usually do.

If you haven’t seen it, here it is below. 

http://www.youtube.com/user/airnewzealand/featured?v=cBlRbrB_Gnc

So what do you think?  Is it a win win?

Russell, M.  (2012, November 7)  ‘The Hobbit’ Takes Over Air New Zealand’s In-Flight Safety Video.  adage.com.  Retrieved November 8, 2012, from,

http://adage.com/article/the-viral-video-chart/hobbit-takes-air-zealand-s-safety-video/238170/