For the DVD release of Charlie and the Chocolate Factory, the Golden Ticket idea became a campaign people could encounter in the pack, in stores, in magazines, on radio and at a family event.
The opportunity
The film offered a rare promotional idea people already understood. The challenge was to make it work commercially across retailers and media partners, while coordinating prize fulfilment, creative approvals and the practical detail behind every placement.
How it came together
The DVD campaign placed Golden Tickets in selected packs for five family holidays to Warner Bros. Movie World. Nestlé supported a further promotional burst through Wonka Bars, an outdoor campaign and point of sale. Blockbuster linked a free Wonka Bar to DVD rentals across 396 stores, while Civic Video, Woman’s Day, KZone and radio partners brought the release to other audiences.
The live experience
I also worked with Austereo on the Charlie and the Chocolate Factory Party at Luna Park, promoted on air and online. One hundred family tickets gave competition winners an exclusive event with rides, activities and giveaways.
What was the result?
The combined partner campaign for the DVD release secured more than $1 million in media value.
What it shows
A recognisable idea can stretch across packaging, retail, media and events when the partner roles, rights, logistics and approvals are properly managed.
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