Sony Corp. and Nabisco have teamed up for a multimillion-dollar holiday season promotion that will include homevideos, videogames, CDs and electronic hardware.
The cross-promotion will kick off in November and will be highlighted by Nabisco-sponsored rebates on the purchase of titles from Columbia TriStar Home Video,Sony Music, Sony Imagesoft (videogames) and Sony Electronics audio products.
Nabisco has positioned 11 of its packaged goods brands to carry the “Sony’s Holiday Hits” tagline, with an estimated 66 million cookie and cracker boxes carrying the slogan. Each box will contain rebate coupons for the entertainment products.
“It’s a real synergistic type of promotion,” said Bill Perrault, CTHV marketing veep. “Each of Nabisco’s brands are operated like separate companies, so to cross so many different (Nabisco) products, and also get the different layers of Sony to come together was a real challenge. It’s never been done before.”
The promotion is unique because it involves several different packaged-goods brands cross-promoting with different divisions of Sony instead of the usual single-title, single-brand tie-in. The rebates will also be advertised via freestanding newspaper inserts in Sunday papers on Nov. 7 and Dec. 12. Each FSI will reach between 30 and 42 million households.
Consumers who purchase Nabisco products will be eligible for mail-in rebates of $ 5 on pre-determined CTHV releases, $ 3 on selected Sony Music CDs and $ 10 on certain Sony Imagesoft videogames. The rebates will also cover Sony audio hardware, including the “My Little Sony” line of products.
Perrault said discussions with Nabisco began last year when CTHV reps approached the packaged goods giant with a summertime promotion proposal. Due to the timing, the deal did not materialize, but opened the door for conversations about a holiday season tie-in which was proposed last April.
Eight homevid titles will be indentified in the promotion, including “A League of Their Own,””Hook,””Honeymoon in Vegas” and “Teenage Mutant Ninja Turtles III.” From the newly launched Heritage line, “The Bridge on the River Kwai” will also be included in the rebate offers.
Video games eligible for rebates are the recently released “Cliffhanger” and “Last Action Hero” games.
Other titles earmarked for tie-ins include “Bram Stoker’s Dracula,””Wheel of Fortune” and “ESPN Baseball Tonight.”
Sony Music CD titles involved include the popular soundtracks for the films “Sleepless in Seattle” and “Last Action Hero.” New releases by Michael Bolton, Celine Dion and “Ren & Stimpy” will be among the 13 discs specified on Nabisco boxes.
Nabisco products selected to carry the tagline and rebate coupons include Oreos, Wheat Thins and Chips Ahoy! cookies. All products will contain coupons sporting a Jan. 31, 1994, expiration date for the promotion.