As the countdown to Christopher Nolan’s epic conclusion of the Batman Trilogy kicks off around the world, Cadbury Bournville has partnered with Warner Bros to celebrate the release of ‘The Dark Knight Rises’.
The Bournville -The Dark Knight Rises (TDKR) association is considered to be one of the most expansive till date. The campaign engages consumers across all touch points, from brand packaging to in-store branding, on-ground activities, television and cinema, and finally the mega digital campaign. The major portion of the marketing campaign is activated before the release of ‘The Dark Knight Rises’ (TDKR). The digital campaign has already been rolled out, followed by it will be the television campaign which will be released in the second week on July and then cinema campaigns. The digital campaign will continue for a few days even after the release of the film on July 20. Madison Media has executed the current campaign.
Commenting on this initiative, Chandramouli Venkatesan – Director, Snacking & Strategy, Cadbury India, said “As the fans await the movie of the year to be released in India, we plan to take the ‘The Dark Knight Rises’ release to greater heights and even greater excitement among Bournville consumers. The movie characterizes strong feeling of emotions among youth, something that Bournville lovers are known for. The Bournville brand fit with the Dark Knight franchise cannot be any better than this. It’s like the Dark Knight really has a Dark companion in India.”
As the part of the digital engagement Cadbury recently launched a 30-second digital commercial. The video which is interactive in nature, daily trivia around the Batman franchise is being posted on it. Those with the right answers will win passes to the pre screenings of TDKR which will be organized in five cities of Delhi, Mumbai, Bangalore, Kolkata and Chennai.
Cadbury will also be launching a unique animated video called ‘Bean Hijack’ which will be a story of the finest Ghanaian Cocoa beans travelling to the Cadbury factory in India, who are hijacked on the way and are spread across the country. Bournville fans will be assigned the task to unlock the clues to find the lost cocoa beans. The fans who find and collect all the Cocoa beans will win passes to the pre screening of the movie. Apart from this, the winner will be chosen for a grand prize to win a free trip for two to Warner Bros. Movie World in Australia.
The association will be promoted in-stores through heavy trade activations in traditional and modern trade throughout the month of July. The campaign will continue to be driven through direct marketing and promotional activity too.