Thursday, July 21

Captain America Movie Tie Ins

I wrote a blog post back in May about the upcoming summer blockbuster movies that would be coming out.  The summer is always a great time for awesome adventure movies, and certainly there have been a string of them this year.

Coming soon is "Captain America" (Marvel comics) ... and the marketing machine has been kicking in big time.  Sure the trailer is cool to see, but what I love to watch are all the product sponsorships.  I've done a few myself in my day and they are a blast to work out.  Hasbro has a line of action figures to go with the movie release.  There are already costumes coming out, which I am sure will be a big hit at Halloween, especially if the movie does well.  There is even a bike coming out from Huffy.

The earliest (at least to my naked eye) and most pervasive has been the tie-in with Dunkin' Donuts and Baskin-Robbins.  Just plain 'ole American fun.  Star-shaped donuts with colorful sprinkles and ice cream with colorful swirls along with special Coffee Coolattas and super sundaes.  Nothing particularly innovative at all actually, but very engaging and worth a smile.  All with a cool microsite that features great gaming along with Facebook promotions.

This is classic consumer marketing.  Fun, engaging, perfect timing for summer.  BTW - Dunkin Donuts and Baskin-Robbins are owned by the same parent company and it's their first promotion with a motion picture.  Perhaps it will spark what has otherwise (evidently) been a somewhat lackluster season.

Will you participate?  What's your experience?  Jim

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect


  1. Dunkin Donuts provide the donuts, which are very competitive price and taste in the US.
    In my opinion, even if they would not make any advertisement they could keep their customer.

  2. True enough ... the brand has done well with a consistently good product at a fair price. The instore experience for me isn't so great, but I'll give props to the brand and its products. Jim.