Ice Age 4: Continental Drift sponsor iconic ice rink at Hyde Park Winter Wonderland
Ice Age 4: Continental Drift was due for DVD release in a competitive festive gifting market, and wanted to target an ABC1 family audience, with Christmas spirit and gifting top of mind. Competing with other DVD's and sectors in a crowded market place at a key trading time of year, it was key that Ice Age 4: Continental Drift made an impact on release.
To reach a mass family audience and keep Ice Age 4: Continental Drift top of mind for gifting at Christmas.
Large scale branding opportunities were required to showcase the well-loved characters and messaging, as well as opportunities for entertaining press/competition winners/stakeholders.
An association with Hyde Park Winter Wonderland, London's favourite and largest Christmas attraction would provide audience, marketing and PR for the product.
Title sponsorship of the iconic ice rink had perfect synergy with the product and target audience.
The event ran for six weeks (November-January), with joint competitions to win product/tickets, character presence & stakeholders at the VIP opening, a private ice rink session for up to 500 guests and general tickets throughout.
Over two million people visited the event, 45% families, 67% ABC1, and passed Ice Age 4's large format branding around the external/internal panels of the ice rink and bandstand & those skating (thousands per day) engaged with the brand in the skate change marquee.
Co-branded photo frames were available to purchase, meaning consumers took the branding and memories home with them. 39% of visitors return to the event more than twice in one season, giving greater impact, and sales of the DVD exceeded targets.
Synergy and timing are key to increasing awareness, PR and affinity for a product.
The partnership was awarded two golds at the Corporate Engagement Awards in 2013; Best Alignment with Brand Values through Partnership and Best Collaboration for a Single Event.