Shopper Marketing - August 2018 - 54

54

SHOPPER MARKETING AUGUST 2018

INSTITUTE STRATEGIST
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A Retail Blockbuster
'Jurassic World: Fallen Kingdom' steals the spotlight at Walmart, Target, Amazon and multiple grocers
By Institute staff

Dinosaurs ruled the world of retail this summer as the June 22 theatrical release of Universal Studios' "Jurassic World: Fallen Kingdom" inspired a variety of promotions across
retail channels.
Walmart brought players of the Jurassic
World Alive augmented reality mobile game
to stores from June 6 to July 31 for branded
"supply drops" delivering in-game loot. Instore posters promoting the free game, which
was developed by Universal and game publisher Ludia, asked players to snap a picture
or take a video of a dinosaur using the AR
function and share it via social media with
the effort's #JWUnleashed hashtag. A standee
and a ceiling banner supported.
The game was also promoted within a
branded "Survival Guide" booklet distributed at stores hosting promotional events,
which took place across six states from May
30 to July 8.
Meanwhile, Kellogg Co. gave Walmart an
account-specific overlay to its national campaign. The mass merchant exclusively stocked
four Kellogg's, Keebler and Cheez-It SKUs in
custom packaging delivering a holographic
viewer shoppers could use with their smartphones to discover dinosaurs from the film.
Lego Group and Mattel also provided
Walmart with exclusive licensed products.
Local radio spots positioning Walmart as
"America's best toy shop" plugged the former's
Velociraptor SKU, among other items. The
licensed products were stocked on a dedicated endcap in the toy department. Nearby
in Action Alley, dump bins merchandised
licensed Maskimals - mascot-like, plush animal heads.
On Walmart.com, a dedicated e-commerce
landing page plugged the aforementioned
promotions, linked to branded items and delivered exclusive interviews with film stars
Chris Pratt and Bryce Dallas Howard.
Mars Inc.'s Skittles also directed consumers to Walmart for its licensed SKUs via mobile ads running on such apps as Words With Friends.
PepsiCo/Frito-Lay's Doritos supported its licensed
SKUs with display ads running throughout Walmart.
com. Themed Facebook updates from Walmart rounded
out the promotional activity.
Channel rival Target boasted its own "Jurassic World:
Fallen Kingdom" exclusives including Velociraptor and
Tyrannosaurus rex figurines from Mattel's Jurassic
World Legacy Collection, Kraft Heinz Co.'s Jell-O Play
SKUs containing dinosaur- and Lego-shaped molds, and

a Funko Pop figurine of Pratt as Owen Grady, the film's
protagonist, holding a baby raptor.
The aforementioned items were stocked on an endcap
in the toy department outfitted with signage depicting a
Tyrannosaurus rex. A character shop on Target.com corralled licensed merchandise while spotlighting exclusive
products. A Google paid search ad supported, linking to
the destination.
Elsewhere in stores, packages of Ferrero's Kinder Joy
eggs boasting a surprise toy from the film received sec-

ondary merchandising space via shelf trays on
dedicated upfront endcaps. Licensed apparel
was also stocked on racks near store entrances.
Kellogg also gave exclusive packaging to
Amazon for Kellogg's Frosted Flakes cereal
and Keebler Fudge Stripes cookies. The firstof-its-kind packaging used an extra cover flap
that opened like a book to reveal a seven-inch
screen that plays five minutes of exclusive
behind-the-scenes content from the making of the film. Even with a $24.99 price tag,
the 200 available SKUs sold out quickly after
launching on June 18.
Amazon also leveraged the film. On May 30,
a flatbed truck drove around Los Angeles carrying a massive version of Amazon's shipment
box punched with air holes, stirring up attention and social media shares prior to an unboxing by the film's stars that revealed the box's
contents: a life-size Tyrannosaurus rex statue.
The box depicted an #AmazonFindsAWay
hashtag and bore a label sporting a SmileCode
scannable via Amazon's mobile application to
watch a video of another part of the giant
package's journey and access an e-commerce
page for discounted Jurassic Park films.
The label and aforementioned video ultimately prompted consumers to ask their
Amazon devices, "Alexa, ask Jurassic World
what's inside the box?" Developed by Universal in partnership with Earplay, the "Jurassic
World Revealed" Alexa skill offered a teaser
for an interactive audio experience that went
live later that month.
Several grocers also ran smaller promotions
with the help of CPGs with licensing deals
tied to the film.
ShopRite teamed with Kellogg to offer
Price Plus Club loyalty cardholders two free
24-packs of store-brand water with purchase
of four eligible SKUs from brands including
Pop-Tarts, Corn Pops and Eggo from June
3-9, according to various blogs.
Publix ran a feature in its May 26 coupon
book offering $5 off a movie ticket via Fandango Rewards with purchase of $12 worth of product
from Doritos or Dr Pepper Snapple Group's Dr Pepper from May 26 to June 22. The feature also offered a
coupon for $2 off the combined purchase of a Frito-Lay
multipack and select Dr Pepper SKUs.
Southeastern Grocers' Bi-Lo and Winn-Dixie offered
loyalty cardholders a $13 movie ticket via Fandango
Rewards with purchase of three SKUs from Kellogg Co.
brands including Pop-Tarts, Rice Krispies Treats and
SM
Nutri-Grain from June 6-12.

Editorial Index Companies named in the editorial columns of this issue are listed below.
Abbott-Action  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6
Advantage Retail Media .  .  .  .  .  .  . 34
Ahold Delhaize .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8
Albertsons Cos .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 50
Amazon .com  .  .  .  .  .  .  .  .  .  .  .  .  . 52, 54
Apple .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 52
Asus  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 52
B8ta .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 36
Best Buy  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 52
Campbell Soup Co .  .  .  .  .  .  .  .  .  .  .  . 50
Centro  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8
Clif Bar .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 24

Coca Cola Co ., The  .  .  .  .  .  .  .  .  . 46, 50
Danone North America .  .  .  .  .  .  .  . 14
Dell .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 52
Disney Pixar  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8
Dollar General  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 50
Dr Pepper Snapple Group .  .  .  .  .  . 54
E . & J . Gallo Winery .  .  .  .  .  .  .  .  .  .  . 51
Earplay  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 54
Emnos  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6
EnsembleIQ  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 1
Epsilon Catapult  .  .  .  .  .  .  .  .  .  .  .  .  . 38
Eversight .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6

Fandango  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
Ferrero .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 54
Funko .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 54
Georgia-Pacific  .  .  .  .  .  .  .  .  .  .  . 38,40
GfK MRI  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 46
Giant Eagle  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8
Hangar-12 Marketing
Group  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8
H-E-B .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 48
Hershey Co .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 48
Hormel  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 42
HP .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 52

IML Marketing
Communications .  .  .  .  .  .  .  .  .  .  . 34
Instagram .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
Kellogg Co .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 10, 54
Kraft Heinz  .  .  .  .  .  .  .  .  .  .  .  .4 4, 48, 54
Kroger  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 42, 50
Lebhar-Friedman  .  .  .  .  .  .  .  .  .  .  .  .  . 1
Lego Group .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 54, 55
Lenovo .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 52
Ludia  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 54
Mars Inc .  .  .  .  .  .  .  .  .  . 40, 50, 51, 54
Mattel  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 54

Meijer  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 51
Mondelez International  .  .  .  .  .  .  . 48
Nestle Waters .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
News America Marketing .  .  .  .  .  .  . 8
Nielsen  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8
Path to Purchase
Institute  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8
PepsiCo/Frito-Lay  .  .  .  .  .  .  .  .  . 51, 54
Perfect Corp .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 47
Pernod Ricard  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 18
Philips  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 30
PrizeLogic  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8

Propel  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 47
Publix  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 54
Quotient Technology  .  .  .  .  .  .  . 6, 47
Red Bull .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 48
Rite Aid  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6
Rockin' Baker Academy  .  .  .  .  .  .  . 36
Saatchi & Saatchi X  .  .  .  .  .  .  .  .  .  .  . 46
Samsung .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 52
Saputo .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8
ShopRite  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 48, 54
Smith Teamaker .  .  .  .  .  .  .  .  .  .  .  .  .  . 34
Southeastern Grocers .  .  .  .  .  .  . 6, 54

Sprint TV .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
Taillight .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 46
Target  .  .  .  .  .  .  .  .  .  .  .  .  . 41, 47, 51, 54
Tobii Technology  .  .  .  .  .  .  .  .  .  .  .  .  . 46
Tyson Foods  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 51
Uber .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 46
Unilever .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 51
Universal Studios .  .  .  .  .  .  .  .  .  .  .  .  . 54
Walmart .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .
 .  .  .  .  .  .  .  . 38, 40, 46, 47, 48, 51, 54
Wonderful Co ., The  .  .  .  .  .  .  .  .  .  .  .  . 6
Yasso  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6


http://www.Walmart.com http://www.Target.com

Table of Contents for the Digital Edition of Shopper Marketing - August 2018

Contents
Shopper Marketing - August 2018 - Intro
Shopper Marketing - August 2018 - 1
Shopper Marketing - August 2018 - 2
Shopper Marketing - August 2018 - Contents
Shopper Marketing - August 2018 - 4
Shopper Marketing - August 2018 - 5
Shopper Marketing - August 2018 - 6
Shopper Marketing - August 2018 - 7
Shopper Marketing - August 2018 - 8
Shopper Marketing - August 2018 - 9
Shopper Marketing - August 2018 - 10
Shopper Marketing - August 2018 - 11
Shopper Marketing - August 2018 - 12
Shopper Marketing - August 2018 - 13
Shopper Marketing - August 2018 - 14
Shopper Marketing - August 2018 - 15
Shopper Marketing - August 2018 - 16
Shopper Marketing - August 2018 - 17
Shopper Marketing - August 2018 - 18
Shopper Marketing - August 2018 - 19
Shopper Marketing - August 2018 - 20
Shopper Marketing - August 2018 - 21
Shopper Marketing - August 2018 - 22
Shopper Marketing - August 2018 - 23
Shopper Marketing - August 2018 - 24
Shopper Marketing - August 2018 - 25
Shopper Marketing - August 2018 - 26
Shopper Marketing - August 2018 - 27
Shopper Marketing - August 2018 - 28
Shopper Marketing - August 2018 - 29
Shopper Marketing - August 2018 - 30
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Shopper Marketing - August 2018 - 40
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Shopper Marketing - August 2018 - 43
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Shopper Marketing - August 2018 - 54
Shopper Marketing - August 2018 - 55
Shopper Marketing - August 2018 - 56
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