“Mission: Impossible – Ghost Protocol” has a major tie-in promotion with professional hockey via a sweepstakes offering a prize as a trip to a big National Hockey League game in Philadelphia. Paramount Pictures will release what is the fourth movie in the “Mission: Impossible” series Dec. 21 and the PG-13 rated actioner stars Tom Cruise.
Says an NHL press release: “The NHL, along with North American broadcast partners NBC, VERSUS, TSN,TSN2 and NHL Network, will promote the film across its platforms, integrating the teamwork narrative central to the ‘Mission: Impossible’ series into game broadcasts and online features…NHL Network’s daily programs ‘On The Fly’ and ‘Cisco NHL Live’ will feature ‘NHL Impossible Mission’ segments, with ‘Mission: Impossible – Ghost Protocol’ to serve as the presenting sponsor of the December 20th broadcast of ‘On the Fly.’”
The initiative includes 30- and 60-second integrated ads combining scenes from both the movie (looks like great action!) with NHL sports visuals.
From my view: Advantages are that sports fans are a great fit with this action movie, NHL is the dominant sport on Versus that enlarges the promo to the NBC/Universal media group and the promo will penetrate Canada, which has plenty of movie and hockey fans. A disadvantage is such promos are best in raising awareness, which isn’t a big need given this movie is a sequel. But every little bit helps.
The NHL’s website lists various sponsorship partners in other industries such as McDonald’s restaurants, Molson beer, LG electronics and Honda automobiles. “Marketing to Moviegoers: Second Edition” recounts a hockey promotion in Detroit that Warner Bros. mounted in 2007 as in-stadium tie-in for historical epic “300.”
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