I just read of this new deal between Burger King and Paramount Pictures:
And I'm torn. Should I be professionally happy this happened? After all, I've often spoke about the experiential potential of these types of partnerships, most notably what 7-Eleven did when they partnered with The Simpson's film release. I think film integrations are inherently experiential, as the brand can leverage a story, the characters and all the emotional connections that are familiar and empathetic to the audience.
The same, parenthetically, applies for branded partnerships with games and gaming platforms, as Burger King did with X-Box 360 and Mountain Dew did with the Halo 3 launch.
So this newly-announced partnership should be good news for experiential thinkers and practitioners. And the movie tie-ins are definitely on-target and on-demo:
But this flurry so far has been based around a TV spots where Klingons take a guy's Whopper (and girl) friend away with them, and the in-store premium is a commemorative cup. Not a lot of Big Thinking going on here. The campaign so far, quite frankly, is anti-experiential.
So, should we be worried? Will more branded deals like this take marketing and advertising forward, or will we go back to the same tired methods like this: a TV spot and gift-with-purchase? Will movie studios help or hinder the marketing industry? And will we as consumers buy the hype?