Karate Kid Legends starring Jackie Chan and Ralph Macchio is the sixth film in the iconic martial arts drama movie franchise.
To celebrate the release of Karate Kid Legends in cinemas, TCP implemented a 4-week, $1.59 million strategic campaign with United Petroleum across their 360 petrol convenience stores nationwide.
In return for purchasing selected products from suppliers including Red Bull, Coca-Cola, Asahi, Optus, Repco, Mars, Smiths and Beca, customers entered unique promotional codes printed on all till receipts via a competition website to win exclusive movie themed prizes.
CAMPAIGN OVERVIEW
Media value and support: $1.59 million across 360 United Petroleum locations.
Support: included petrol pump toppers, front door posters, gondola ends, fridge decals, electrostatics, wall posters, shelf talkers, counter digital screens, counter mats, wobblers, CBD owned outdoor site, EDM, website and Social.
Themed prize fund: included 100 x Karate Kid Legends double in-season passes, 5 x Karate Kid Legends movie packs (featuring a range of exclusive movie memorabilia and merchandise) and 10 x Sony X-Series Wireless Party Speakers.
Karate Kid Legends reached a major box office milestone by overtaking the original 1984 classic, grossing over US$105 million worldwide.
- Affinity partnerships & brand strategy