Shopper Marketing - May 2016 - 106


INSTITUTE STRATEGIST
plugged in the retailer's March 27 circular.
The retailer also stocked licensed toys on a
dedicated endcap outfitted with a header
promoting the film.
Best Buy dangled a $5 store gift card
with purchase of $30 worth of participating Warner Bros. home videos. In stores,
endcaps merchandising qualifying SKUs
were outfitted with headers touting the
film and the incentive. On BestBuy.com,
the retailer instead offered up to $8 in eMovie Cash toward a ticket to see "Batman v Superman" with purchase of various Warner Bros. titles. The retailer's DC
Comics landing page was outfitted with a
skin promoting the new title and inviting
pre-orders. Paid Google search ads linked
to the page.
Delhaize America's Food Lion dangled
a Fandango ticket (valued at up to $10)
for the film to MVP loyalty cardholders
with purchase of three licensed SKUs from
Dr Pepper Snapple Group, Kellogg Co.
or PepsiCo from Feb. 17-23. Shoppers received a code at checkout redeemable on
a promotional page through April 30. A
circular feature, email ad, as well as Facebook and Twitter updates supported the
effort. In stores, national floorstands merchandising eligible Kellogg products were
positioned near checkout.

106

y SHOPPER MARKETING MAY 2016

Albertsons' chains similarly offered a
free Fandango ticket. Shoppers who purchased $12 worth of eligible items including Doritos, Dr Pepper and General Mills'
Honey Nut Cheerios from March 16-31 received a checkout code redeemable online. Wobblers promoted the incentive in
stores. Chain email blasts and social media
updates supported the effort.
Lowe's put its own twist on efforts to
tie in to the film, leveraging NASCAR's
promotional partnership to invite shoppers to register their children to build a
toy wooden replica of driver Jimmie Johnson's No. 48 Lowe's-sponsored Superman
Chevrolet car during "Build and Grow" clinics staged on March 24. Johnson's vehicle
was adorned with a Superman-themed
paint scheme at the Auto Club 400 NASCAR Sprint Cup Series race on March 20
in Fontana, California, while fellow driver
Dale Earnhardt Jr.'s car sported a Batmanthemed paint scheme.
Bilingual posters positioned at registers, the customer service department,
entrances and exits plugged the clinic.
A circular feature, Facebook update and
email ad directed shoppers to a registration page for the event. Lowe's also sold
a wooden kit replica of Earnhardt Jr.'s BatSM
man car online.


http://www.BestBuy.com

Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
Shopper Marketing - May 2016 - 32
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Shopper Marketing - May 2016 - 35
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Shopper Marketing - May 2016 - 38
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Shopper Marketing - May 2016 - 40
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Shopper Marketing - May 2016 - 55
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