Mercedes helps drive 'Jurassic' marketing

By Robert Marich
   May 18, 2015—Mercedes Benz is back as a tie-in promotion partner with Universal Pictures for the next installment of the Jurassic dinosaur movies, shouldering a big chunk of the media costs for marketing. Jurassic World, which is the fourth movie of the sci-fi yarn and represents a reboot of the movie franchise, is scheduled for a June 12 premiere in the United States and Canda.
   Automobile maker “Mercedes-Benz will accompany the release
Dinosaurs add a striking hook to Mercedes advertising that also plugs Jurassic World

of the movie with a comprehensive co-promotional package that includes a television commercial, print and online advertising, dedicated microsites and social-media activities,” says a press release. “The commercial, starring the Mercedes-Benz vehicles from the film, launches today in the U.S. and Europe. Additionally, a custom key visual was developed for all communication in which the all-new GLE Coupe is seen eye-to-eye with the film's fearsome Indominus rex.”
   The TV ad support includes commercials in the U.S. and Germany. It looks like the German automaker is getting excellent product placement in the movie and its marketing materials are closely associated with movie elements like special effects dinosaurs (who aren't as difficult to work with as flesh-and-blood actors when it comes to tie-ins).
   “The film also features the Unimog, cast as a dinosaur ambulance, as well as a G 63 AMG 6x6 and various Sprinter models,” the press release continues. “'The fleet of Mercedes Benz vehicles fit perfectly into Jurassic World. They are classy, sophisticated, and sexy — exactly what would exist in a modern international theme park,’ says producer Frank Marshall.”
    In the first Jurassic Park movie in 1993, Ford was the movie’s automotive partner, getting its Ford Explorer prominently placed.
      Says the third edition of Marketing To Moviegoers: “A much sought-after product placement for story points is automobiles because car companies have huge marketing budgets to mount tie-in-promotion campaigns to support theatrical release. Mercedes Benz reportedly paid several million dollars to get its then-new SUV into The Lost World: Jurassic Park 2, released by Universal Pictures in 1997. This placement included a related consumer advertising promotion that supported theatrical release. Mercedes replaced Ford, which reportedly paid just $500,000 to have its Explorer SUV chased by dinosaurs in the 1993 release Jurassic Park.”
   Mercedes is just an occasional tie-in partner for movies, including one of Disney’s National Treasure films.
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