Volkswagen: Universal announces King Kong partners

Universal Studios announced today that they made agreements with a select group of brand partners to promote the worldwide December 14, 2005 theatrical release of director Peter Jackson's highly-anticipated action-adventure film King Kong.

The marketing alliances, which include such globally recognized brands as Volkswagen, Kellogg's, Toshiba, Chase, the City of New York, Nestle and Burger King, represent the first full-scale implementation of the studio's new partnerships strategy under the year-old Universal Studios Partnerships (USP) division. USP was formed in June 2004 by combining Universal's theatrical and home entertainment promotions and corporate partnership groups into a single unit.

Volkswagen's worldwide King Kong promotions will expand in November with television, print, outdoor and online campaigns as well as in-store displays at Volkswagen dealerships, sweepstakes and giveaways. The company also will have a significant presence at King Kong's U.S. and international premieres.

"The worldwide excitement surrounding the release of 'King Kong' makes it the ideal property with which to launch our new marketing partnership with Universal Studios," said Joern Hinrichs, Head of Volkswagen Global Marketing. "And we think that this highly anticipated film fits well to the promotion of the Touareg, with its off-road capabilities and ability to move confidently from rugged jungle outposts to city streets."

Volkswagen's King Kong promotions started June 27, 2005, when it hosted the exclusive online debut of the film's trailer for 48 hours. Viewers of the NBC networks' King Kong "roadblock" were directed to Volkswagen.com if they wanted to see the trailer again. The result was a 100-fold traffic increase to the VW site.

GermanCarBlog, Volkswagen, King Kong

Source: Coming soon

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