Warner tries a joint promotion

Warner Bros. Canada is hoping joint promotions with retail chains will generate increased viewership for its tv shows.Sally Thoun, promotions supervisor for Warner, says the company launched its first promotion with a retail partner on Oct. 17, when Zellers included a...

Warner Bros. Canada is hoping joint promotions with retail chains will generate increased viewership for its tv shows.

Sally Thoun, promotions supervisor for Warner, says the company launched its first promotion with a retail partner on Oct. 17, when Zellers included a one-page ad for Warner’s new tv show, Batman: The Animated Series, in its weekly flyer drop.

Zellers, which has 275 stores nationwide, distributes 6.8 million flyers to Canadian households each week.

A second Batman ad will be included in the Zellers flyer scheduled for distribution Oct. 24.

The ad promotes a prize draw to be held Nov. 1, giving away 10 first-prize trips for a family of four to Warner’s Six Flags Great America Park in Gurney, Ill.

The ad focusses on the opportunity that first-prize winners will have to ride the park’s new roller coaster, Batman: The Ride.

The ad informs people that during each broadcast of Batman by their local tv station, a special ‘Batword’ will scroll across the screen.

To enter the prize draw, it is necessary to write the word on the cut-out ballot accompanying the ad and then deposit the ballot in the ballot box that has been set up at the local Zellers store.

Thoun says tv broadcasters have supported the promotion by running promotional ads using animated footage from the Batman cartoon and live footage of the Batman roller coaster ride.

Thoun, who notes the target audience is children and teens, says the broadcasters’ tv spots promote Zellers, the Zellers flyer ads promote the broadcasters, and the broadcasters’ and Zellers’ ads promote Batman.

Thoun calculates the promotion, which also included in-store posters, will generate $346,000 worth of free media for Batman. PA