Yogi Bear film tie-ups smarter than the average promotion

Warner Bros UK has signed up a raft of partnerships with brands, including Pizza Hut and The Feel Good Drinks Company, for its forthcoming Yogi Bear 3D film.

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Pizza Hut is producing a million Yogi Bear-themed activity books, which will be distributed to children throughout February.

Feel Good Drinks is targeting families in the grocery sector with a Yogi Bear Family Adventure campaign. An on-pack promotion will be running across its Feel Good Kids range, offering give-aways such as limited edition Yogi Bear t-shirts.

Genesis Crafty Bakery, which produces a range of picnic-ready products, such as lemon and raisin pancakes and double butter scones, is running an on-pack promotion on 325,000 units of its bakery products. All packs will feature movie branding and consumers will be offered the chance to win an outdoor family adventure.

The partnership activity accompanies a marketing campaign taking in TV, national outdoor, press, magazine and online activity for the film, based on the Hanna Barbera-created cartoon character. The film opens on 11 February.

A fundraising partnership with Variety Club Children’s Charity has also been formed and has presence in WHSmith, Odeon, Cineworld, De Vere hotels and H Samuel.

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