Paramount wanted to ensure the DVD release of Charlottes Web reached a wide family-based audience. Hotcow was tasked with creating strong media and brand partnerships that would ensure that wide-ranging product exposure was guaranteed in the run up to the release date.
We forged partnerships with family favourites, Blue Peter, BBC Newsround, Nickelodeon, First News andCartoon Network to reach out to children across the UK ensuring they and their families were aware of the DVD release of Charlottes Web.
In addition we linked up with Borders UK stores to run an online and in-store National Story-time Event and competition.
The Borders National Story-time event was extremely positive increasing DVD sales uplift of 40% between the release of the email for the story-time and the story-ti me itself.
All of the media partners reported a large and positive uptake to the competition which increased awareness of the DVD release date and created additional desire to purchase the film.
The Charlottes Web DVD promotion implemented by Hotcow was a great tactical in-store campaign as it directly reached our target audience and gave our partner (Borders) a substantial uplift in sales. We consider this a successful campaign.
Olivier Tena, Head of Promotions and Marketing, Paramount Home Entertainment