Fox Star Studios has been successfully co-promoting brands and its films for the longest time and has had mutually beneficial associations with brands for their recent blockbuster hits such as Titanic 3D, X Men First Class, Avatar. The studio has now associated the much hyped fourth installment in the Ice Age series, Ice Age 4: Continental Drift with seven big brands. One of the most successful animation series in India, Ice age 4: Continental Drift is releasing in 3D in English, Hindi, Tamil, Telegu on July 27, 2012.
The seven brands which have tied up with the animation flick are MTR Milk Drinks – Limited edition flavour drinks in 6 different packs and 2 variants with a Massive TV campaign, McDonalds – Happy meal with Ice Age 4 toy in stores, India innovation with a limited edition Ice Age branded Blue Float is being launched by MCD to celebrate the release of the successful franchise and Scrats surprise visits are planned to enthrall the consumers from July 18. Crax Corn Rings and Perfetti Alpenliebe Swirl- Massive TV campaign LG Electronics 3D TV – India is the only country to run this campaign, the ad shows Scrat mistaking the acorn inside the 3D TV for the real acorn and chasing it and when the TV goes off. The Mobile Store – Celebrating Ice Age, A month long festival at the mobile stores where winners can get tickets, merchandise and instant downloads across 260+ stores across 5 cities. They are doing activations with Scrat costume where Scrat will try and interact with mobile buyers at Hyper City Mumbai and Hyderabad. DLF Mall – a month long fest at promenade Delhi where the entire mall was Ice Age themed.
Newer brands are opening up to films as a media vehicle and reaching in a fresh, fun and engaging new way to communicate to their consumers.
