'Star Trek' Beams Up BK, Kellogg | Adweek 'Star Trek' Beams Up BK, Kellogg | Adweek

'Star Trek' Beams Up BK, Kellogg


Verizon, for instance, plans a heavy TV, print, outdoor and in-cinema ad campaign, co-branded with Nokia, along with a deep well of original franchise," said LeeAnne Stables, Paramount executive vp worldwide marketing partnerships. "We like to have fewer partners with bigger programs."Trek content available on V Cast to its mobile customers. There's a microsite with trivia and games, text-to-win programs and Trek

"We like to create these rich programs with lots of consumer interaction," said Grace Belmonte, director of channel marketing at Nokia, U.S. "It's a branding effort for us and an awareness builder for V Cast."

Alert fans will see the Nokia logo in the movie itself, though there's no product placement -- it's the 23rd century, after all.

Kellogg's is planning in-store displays and more than 100 million exposure at high-profile Nokia Theatres. Trek-themed packages of top-selling products like Pop-Tarts, Eggo frozen waffles, Cheez-It snacks and Keebler cookies. Those cookies will carry sweepstakes, swag giveaways, movie tickets and other consumer offers.

Burger King, still keeping its Trek TV ad starring the King under wraps, has adult and kid programs (collector cups and kids meal toys) as well as in-store and online activity supporting the movie's May 8 release. Esurance, whose TV spots put spokescharacter Erin on the deck of a USS Enterprise-like spaceship, touts a contest to go to Space Camp in Huntsville, Ala., and to the film's Hollywood premiere. There will be an Esurance-sponsored Star Trek movie night at the San Francisco Giants' AT&T Park and at other sporting events.

Source: Brandweek.com