Haygarth devises Alice in Wonderland tie-in
A
Haygarth product story
Edited by the Marketingweek Marketplace editorial team
Jun 21, 2010
Haygarth has devised and implemented an integrated campaign that sees Disney undertake a third-party brand tie-in with Asda to promote the launch of Alice in Wonderland on Blu-ray and DVD.
The tie-in involves an exclusive promotion across Asda speciality teas and the chance to win a 'Mad Hatter themed tea party' and five summer hampers for runner-up prizes.
The promotion aims to create strong out-of-category presence across all 375 Asda stores.
The campaign will be supported by strong in-store point-of-sale and on-pack promotional stickers across Asda's speciality tea range as well as more than 130,000 Disney Blu-ray and DVD units.
In addition the activity will be supported in the Asda magazine, banners on the Asda website and special midnight openings in Asda's biggest stores.
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