PRODUCT PLACEMENT & PROMOTIONAL PARTNERSHIP FOR MIDDLE SCHOOL – PILOT PEN
Pilot Pen’s FriXion erasable pen has a core target of moms and kids through teens, and Hollywood Branded presented an advertising solution to bring heightened awareness and influence purchase during the key back to school season. After our team read a script where there was heavy pen and drawing by a 14 year old character, we realized there was a goldmine of an opportunity for Pilot, as the film fit their needs perfectly. The solution: a partnership with CBS Films’ Middle School: The Worst Years of My Life, the first film adaptation of James Patterson’s successful book series of the same name.
Hollywood Branded developed the building blocks of the partnership, developing a plan that would provide on screen exposure, as well as additional assets for a strategic promotional campaign inclusive of print and TV advertising, and a social media overlay. Our team worked both with Pilot Pen as well as their full service agency on the print and TV plan, outlining the media buy specifics for the program’s sell in to the studio and production company. We additionally worked with their two social media agency teams to develop a comprehensive social overlay program.
The Print Ad
The costs for the brand integration was partially offset by Pilot’s ability to co-promote the film through their planned media leading up to and through the film’s release. Pilot placed two ads in Parents magazine and Family Fun magazine. Additional national FSI print ads showcasing the film partnership were run.
The TV Ad
Hollywood Branded worked with Pilot’s media agency and the studio to fully produce the :45 TV commercial, which included the securance and coordination of all graphics, music licensing, video from the film and voiceover talent. The TV ad ran nationally across Disney networks including: Boomerang, Cartoon Network, Discovery Family, Disney XD