News
'Mission Impossble' Links To Hockey
By Robert Marich
Nov. 30, 2011- 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.’”
Links below present 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.
For full text, click links below; this website’s text is searchable via searchbox at center left of home page:
www.mediapost.com/publications/article/163155/nhlparamount-partnership-is-mission-possible.html
video.nhl.com/videocenter/console
www.marketingmovies.net/news/dreamworks-pilots-dragon-to-nbc-olympics/
www.marketingmovies.net/chapters/chapter-4-tieins-prod-placement/
Sweepstakes web page for Mission: Impossible/NHL promotion