The partnership activity sits alongside a major marketing campaign for the film, released on 4 August, and promotional activity has also been lined up with Direct Line, Virgin Active, Toys R Us and PDSA.
The UK Burger King activity is part of a global partnership with the restaurant chain brokered by Warner Bros. Pictures in the US. The deal sees Burger King offering sets of characters available with a purchase of a kid’s meal.
The Nectar rewards scheme will be hosting a dedicated Cats & Dogs-themed page online, where Nectar collectors can view the trailer, read a synopsis of the film and enter their details into a free prize draw. Supporting promotional coverage will be delivered on the main Nectar home page, banners on the Nectar website in two email newsletters.
Direct Line is planning a television campaign that will encourage consumers to visit its site and seek a quote for pet insurance. Site visitors will automatically be entered into a competition to win a family holiday to Los Angeles. There will also be a presence on Direct Line’s website and in direct mail and email activity as well as advertising in selected pet magazines.
Virgin Active will target families through activity in clubs with kids’ facilities. This will include a family initiative to encourage both parents and children to create cats and dogs out of recycled materials.
Toys ’R’ Us is offering an annual cinema pass via a major promotion with free prize entry leaflets across its 75 stores.
UK vet charity PDSA has already launched a campaign to encourage shoppers to spend at least £5 in any of its high street stores.
Danni Murray, director of media & marketing partnerships at the film distributor says, “Our new approach to brand partnerships has enabled us to pull together an impressive array of partners and create smart, integrated initiatives that dovetail perfectly with the rest of the Cats & Dogs 2 marketing activity.”
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