Vespa Promotion Tied To Transformers Movie
Piaggio Group Americas announced today an integrated partnership with the upcoming DreamWorks Pictures and Paramount Pictures release “Transformers” with a full slate of promotional and marketing initiatives nationwide including: a national dealer open house, free movie tickets, an advertising campaign and a sweepstakes awarding a Vespa scooter.
The “Transformers” movie partnership marks an expanded presence in the product integration space for Piaggio Group Americas. Scheduled for theatrical release July 3rd, “Transformers” is already generating buzz as a hot summer blockbuster.
As part of the fully integrated marketing strategy surrounding the “Transformers” partnership, Piaggio is hosting a variety of activities throughout the U.S. Tied directly with the launch of the movie, Piaggio is holding a special Vespa national open house June 14-24, 2007. During the open house, consumers who sign up to receive Vespa emails and bring their confirmation coupon to participating Vespa dealerships will receive a free movie ticket to see “Transformers” after they test drive a Vespa. Additionally, people visiting dealerships during the open house will receive a free official mini “Transformers” movie poster.
In addition, Piaggio is conducting a special online sweepstakes where one winner will be selected to win a Vespa scooter.
Piaggio has also developed advertising creative titled, “Vespa…Transportation Transformers(TM),” which will appear in motorcycle and scooter trade publications as well as part of a comprehensive Internet campaign. Participating Vespa dealerships will receive promotional materials which they can display and utilize in local ad campaigns.
“Piaggio is always looking for opportunities that highlight the great brands we represent,” said Paolo Timoni, President and CEO, Piaggio Group Americas. “The ‘Transformers’ movie is sure to be one of the summer’s biggest hits and we are thrilled to be integrating numerous marketing and promotional activities to support that involvement. We look forward to even more strategic partnership opportunities in the future.”
For centuries, two races of robotic aliens – the Autobots® and the Decepticons® – have waged a war, with the fate of the universe at stake. When the battle comes to Earth, all that stands between the evil Decepticons® and ultimate power is a clue held by young Sam Witwicky (Shia LaBeouf). An average teenager, Sam is consumed with everyday worries about school, friends, cars and girls. Unaware that he alone is mankind’s last chance for survival, Sam and his friend Mikaela (Megan Fox) find themselves in a tug of war between the Autobots® and Decepticons.® With the world hanging in the balance, Sam comes to realize the true meaning behind the Witwicky family motto – “No sacrifice, No victory!”
DreamWorks Pictures and Paramount Pictures Present, in Association with Hasbro, a di Bonaventura Pictures Production, a Tom DeSanto/Don Murphy Production of a Michael Bay Film, “TRANSFORMERS” starring Shia LaBeouf, Tyrese Gibson, Josh Duhamel, Anthony Anderson, Megan Fox, Rachael Taylor with John Turturro and Jon Voight. Directed by Michael Bay from a story by John Rogers and Roberto Orci & Alex Kurtzman and a screenplay by Roberto Orci & Alex Kurtzman, the film is based on Hasbro’s Transformers(TM) Action Figures. The producers are Don Murphy, Tom DeSanto, Lorenzo di Bonaventura, and Ian Bryce and the executive producers are Steven Spielberg, Michael Bay, Brian Goldner and Mark Vahradian. The director of photography is Mitchell Amundsen. The production designer is Jeff Man. The film is edited by Paul Rubell, A.C.E. and Glen Scantlebury. The costume designer is Deborah L. Scott. The music is by Steve Jablonsky. The music supervisor is Dave Jordan. The special visual effects are by Industrial Light & Magic.
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