Cadbury’s dark chocolate brand Bournville has partnered with Warner Bros to promote the latter’s forthcoming production – The Dark Knight. The confectionery company is rolling out an integrated marketing campaign to target the young Indian audience.
On the brand connect between the movie and Bournville, Chandramouli Venkatesan – Director, Snacking & Strategy, Cadbury India, said, “As the fans await the movie of the year to be released in India, we plan to take the ‘The Dark Knight Rises’ release to greater heights and even greater excitement among Bournville consumers. The movie characterises strong feeling of emotions among youth, something that Bournville lovers are known for. The Bournville brand fit with the Dark Knight franchise cannot be any better than this. It’s like the Dark Knight really has a Dark companion in India.”
The marketing initiative includes special brand packaging, in-store branding, on-ground activities and television and cinema campaigns. The brand is ensuring consumer engagement across all touch points. More than anything, Cadbury is greatly focusing on the digital space for the association. To reach out to its 15 lakh fans on Facebook, it started an online contest especially created for the initiative and gave away 100 lucky fans prizes through an innovative pixel contest.
The digital campaign also features a specially created 30-second ‘digital commercial’ viewed exclusively on Cadbury Bournville’s official YouTube channel. The video is interactive in nature as daily trivia around the Batman franchise will be posted on it with prizes for lucky winners. Those with the right answers will win passes to the pre screenings of the movie, which will be organised in five cities of Delhi, Mumbai, Bangalore, Kolkata and Chennai.
The company is also creating a new TVC to promote the association and that will be aired on television channels and cinema theaters from July onwards.
Moreover, the special packs of Bournville will run an online contest for customers where one lucky winner will stand a chance to win a free trip for two to Warner Bros Movie World in Australia. The contest will be available on all packs of Bournville – Rich Cocoa, Hazelnut, Almond, Raisin & Nut.
The association will be promoted in-stores through heavy trade activations in traditional and modern trade throughout the month of July. The campaign will continue to be driven through direct marketing and promotional activity.