THE BROTHERS                                                                                                        Other Projects

March 2001

Challenge:
Screen Gems needed a creative way generate excitement for the opening of The Brothers film and wanted a direct pipeline to the AA female and male audience.

Situation Analysis:
Screen Gem had a few obstacles to overcome when promoting the film. First they need a way to reach the AA female movie-goer and reach the male movie-goer.

Solution:
WPE developed an urban salon campaign that taps into the lifestyle and culture of the African-American female and male audience. WPE utilized salon and barber shop ambassadors to prominently display one sheet posters and distribute branded movie items. This took place in the top 10 markets. WPE also partnered with the 24hr. fitness chain to promote the film.

Tactics:
• An in-store and online campaign with 24hr. fitness
• With more than 14,000 website responses received in just over 20 days, the success of the Brothers Sweepstakes was proven to be one of the most successful consumer marketing campaigns at the time. With on-line promotional banners at Sony.com and 24hr. Fitness.com integrated with field marketing and P.O.P. displays, the sweepstakes promoted the Brothers Film. 24hr. Fitness, Hilton Hotel, DaDa Footwear, and Warner Bros. Records sponsored the sweepstakes. 
• 24hr. Fitness prominently placed P.O.P. displays and one sheet moviesposters in all 250 clubs nationwide.

Results: The Brothers grossed over $10 million opening weekend

The Brothers

 

The Brothers

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