文章基本信息

标题：Will Do
作者：T. L.^Elkin Stanley Tobi
期刊名称：Brandweek
印刷版ISSN：1064-4318
出版年度：1998
卷号：Sept 21, 1998
出版社：Nielsen Business Publications

Will Do

T. L.^Elkin Stanley Tobi

Philips Aboard for $1OM Push Tied to Enemy

Electronics giant Philips is diving head-first into its inaugural entertainment cross-promotion via a deal with Disney to hype its Touchstone Pictures holiday season action thriller Enemy of the State with $10 million in fourth-quarter media buys and in-store hype across thousands of consumer electronics retailers.

Aiming to make a splash with consumers purchasing phones and other telecommunications products marketed by Philips Consumer Communications, its Murray Hill, N.J.-based telecom unit, Philips will use extensive product placement of its cellular phones in the high-tech Enemy as a jumping-off point for a TV and print ad campaign. In-store POP will bow at Radio Shack, Best Buy and other retailers.

Though the movie's high-profile star Will Smith was front-and-center in the wildly successful Men in Black/Ray-Ban promotion two summers ago, the actor/hip-hop artist is reportedly not in the Philips movie-themed campaign.

Enemy has been described by one Disney exec as "not the typical promotional movie" because its heavy explosion-laden action will likely draw an R-rating and because of its creative pedigree--actionmeister Jerry Bruckheimer produces and thriller-specialist Tony Scott directs-it will be adult-rather than kid-targeted fare. It releases at Thanksgiving about two weeks after Universal's Meet Joe Black, an anticipated adult-targeted film.

Given Disney's penchant for long-term relationships, and Philips' goal of closer alliances with entertainment, the two could partner again for other projects, weaving together Disney's vast portfolio of entertainment venues and vehicles with Philips' equally huge portfolio 01 consumer hardware brands.

Philips, which recently launched its largest U.S. advertising and marketing campaign, a $100 million-plus effort, is making entertainment links a priority. In addition to Kobin Enterprises, N.Y, which brokered the Enemy deal, Hollywood product placement and promo firm Norm Marshall & Associates is searching out film and other entertainment opportunities for the Dutch electronics company.