You are here
The Hershey Co. is pulling out the stops as an official sponsor of “Night at the Museum: Battle of the Smithsonian,” the Twentieth Century Fox summer movie (and sequel to the 2006 smash) slated to hit theaters May 22. To publicize its connection with the highly anticipated film and build excitement, the manufacturer has rolled out a full-scale integrated marketing campaign encompassing an interactive online sweepstakes, a national television commercial, and a “Win a Night in the Museum” on-pack, instant-win promotion featuring the chance to sleep over at the Smithsonian’s National Air and Space Museum.
Central to the strategic campaign is the “Win a Night in the Museum” promotion. Hershey previewed the promotion to an exclusive group of mom bloggers and their kids at a private after-hours event at the National Air and Space Museum, and reaction suggested the chance to win a sleepover would be a retail slam-dunk. The April 25 visit additionally included a screening of the “Night at the Museum: Battle of the Smithsonian” trailer.
“Win a Night in the Museum” invites consumers to look inside specially marked packages of participating Hershey brands to find a message printed on the inside of the bag or carton. Five players will win the grand prize of a trip for four to Washington, including two nights’ accommodations, $500 spending money, a VIP “Fact or Fiction” tour of the National Air and Space Museum after dark, and the option to sleep in the gallery of the Smithsonian featured in the upcoming film. Among the products taking part in the promotion are Hershey’s Kisses Brand Chocolates, Reese’s Pieces Candy, Whoppers Malted Milk Balls, Good & Plenty Candy, Milk Duds Candy, Reese’s Peanut Butter Cups Miniatures, Hershey’s Miniatures and 8-packs of Reese’s Peanut Butter Cups, Kit Kat Wafer Bars, and Almond Joy Candy Bars.
The interactive Web site offers consumers a sneak peek of the movie trailer and even more chances to win prizes though the “Unleash the Loot” sweepstakes. Visitors to www.hersheys.com/nightatthemuseum can enter once daily through Oct. 31, 2009, to win the grand prize of $50,000, or one of 10 first prizes, a $1,000 Visa Gift Card.
Additionally, “Night at the Museum: Battle of the Smithsonian” stars in a national TV commercial for Hershey’s Kisses chocolates. Building on the brand’s “Factory” television spots, the ad places the iconic Hershey’s Kiss in a museum setting, where movie characters Rexy the Dinosaur and Dum Dum the Easter Island Head get to indulge in the classic confection. The commercial debuted April 27 and runs through May 24.
Specially marked packages are available through August, while supplies last, at mass, grocery, drug and convenience stores. Those in search of additional information on Hershey’s “Win a Night in the Museum” and “Unleash the Loot” promotions, or those wanting to view the new commercial, can visit www.hersheys.com/nightatthemuseum.
Based in Hershey, Pa., Hershey is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery.
Other CPG companies are getting in on the "Museum" act as well, PG sister publication Brandweek reported. Kraft is focusing the tie-in on its Mac & Cheese products and also giving away 10 sleepover trips to the Smithsonian. Co-branded ads are appearing across kid-friendly media. Post cereals will hype the movie across 17 million boxes of Alpha-Bits, Cocoa Pebbles, Honeycomb, Golden Crisp and other brands, also offering Smithsonian trips.