Warner Home Video

Challenge

Thousands of movies hit the home video market every year. While some are extremely popular and sell over a million copies, others struggle mightily to make an impact. Warner Home Video’s MVP 2 was one of those challenged titles that needed help cutting through the clutter. This kids movie about the adventures of skateboarding chimp and his child friend had a small budget, but looked to execute an exciting promotion to help drive visibility and sales.

Solution

Sports Strategies developed a platform that capitalized upon the extreme-sports theme highlighted in the movie. To help build the program, we secured partnerships with the Philips Fusion (professional extreme sports event) and Sports Illustrated for Kids. With these partners in place, MVP 2 was able to run a consumer extension offering a lucky child the opportunity to win a trip to Los Angeles to attend the Philips Fusion, interview one of the athletes and have their story published in SI for Kids. On-pack materials, ads in SI for Kids and support on-site at the event offered cross-promotion and visibility for all partners.

Results

This secondary title received an attractive program that helped it generate excitement with consumers and garner attention from the trade. The partnerships with Philips Fusion and SI for Kids delivered visibility and credibility for MVP 2. And the best part was that these partnerships were delivered at no cost to Warner Home Video. Barter arrangements were negotiated by Sports Strategies whereby each party would provide advertising and promotional support necessary to drive the program. As a result, MVP 2 received a high profile program delivered on a shoestring budget.