Cadbury partners with Warner Bros to celebrate the release of 'The Dark Knight Rises'
As the countdown to Christopher Nolan’s epic conclusion of the Batman Trilogy kicks off around the world, Cadbury Bournville, India’s finest dark chocolate brand, partners with Warner Bros to celebrate the release of the most anticipated Hollywood blockbuster of 2012, The Dark Knight Rises. Cadbury Bournville will pull out all stops for the cinema release of The Dark Knight Rises (TDKR) in India through one of their biggest, most exciting and innovative integrated marketing campaign yet.
Cadbury Bournville – TDKR association will delight the Indian youth who await the release of the movie on July 20th 2012, and for whom the love for the ‘Dark’ will come together with this union.
The Cadbury Bournville - TDKR integration comes to life with special brand packaging, in-store branding, on-ground activities and television and cinema campaigns. The campaign has been designed and created, going through great lengths to ensure engagement across all touch points to reach out to dedicated fans of the movie franchise as well as Bournville loyalists.
However, the biggest component will be Bournville’s digital campaign especially created for the TDKR association. The digital campaign has been brought to life with a large format online contest that will add to the wave of anticipation and excitement with the legion of movie buffs and dark chocolate aficionado.
The Dark Knight has already taken centre stage on Cadbury Bournville’s very own Facebook page, which has over 1.5 million fans, with contests and gave 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 exciting prizes for lucky winners. Those with the right answers will win passes to the pre screenings of TDKR which will be organized in 5 cities of Delhi, Mumbai, Bangalore, Kolkata and Chennai.
Says Chandramouli Venkatesan – Director, Snacking & Strategy, Cadbury India, “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 characterizes 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.”
A specially created 30 second TVC on the Cadbury Bournville-TDKR promotion starting second week of July. The TVC will be aired on television channels and cinema theaters.
The special TDKR 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.