TV, Music & Movie Promos

Anybody see Skyfall, the latest installment of the James Bond franchise? Movie-goers in Sweden got an action-packed start to the film—and it began with custom drinkware.

Sony, one of the movie’s official sponsors, wanted to promote its Xperia smartphone (which happens to be Bond’s waterproof phone of choice). It filled promotional cups with free soda and handed them out to audience members as a nice surprise.

But the surprise wasn’t just a free soft drink—some of the logo cups contained a brand-new Xperia smartphone. Before the previews started rolling, a video popped up on screen, telling unsuspecting movie-goers that if they heard a ringing from their promotional cups, they had just won the Xperia phone inside.

What a clever, secret-agent style way to prove that the phone is waterproof. Some might be skeptical that the phones would still work after being submerged in a syrupy sweet beverage. This was the way to show them otherwise and creatively promote the Sony brand.

It was excellent guerilla marketing for Sony, which has the Xperia all over the movie (talk about great product placement), and aims to express the message: “Even a man working alone needs technology that works together.”

If you ever wondered if promotional drinkware could be exciting, here’s your proof.

Promo know-how tip:

As Sony shows, logo cups are great vehicles for other items. Consider placing custom candy or a promotional t-shirt inside to double your brand exposure.  

The widely successful AMC show, Vince Gilligan’s brilliant “Breaking Bad,” really gets the promo culture and how using promotional products can create authenticity. The show is so realistic that it actually created a brand identity for its fictional fast-food chain, Los Pollos Hermanos (Spanish for “The Chicken Brothers”), which is, viewers know, a front for the famous blue meth manufactured by Walt White and Jesse Pinkman.

We love the way the show incorporates a promotional air freshener in episode S4E12—it takes a lot of work for TV producers to create scenes so realistic that they actually include custom promotional products.

The brand also extends to cool t-shirts, and various websites are picking up and capitalizing on the trends. Case in point: promotional t-shirts, promotional t-shirts and yet more promotional t-shirts.

Get caught up on Netflix—Season 5 just started in July 2012—and watch how the show creatively weaves in promotional products.

Promo know-how tip: Make your customers feel like an insider with your brand by using logo items.

Grateful Dead, one of Rolling Stone‘s 100 Greatest Artists Of All Time, is more than a rock legend — it’s a marketing powerhouse.

The band is selling various promotional items online at dead.net — everything from custom tote bags and t-shirts to promotional keychains and picture frames.

What a classic example of monetizing and extending a brand. The band continues to rake in money and get exposure because it’s smartly using Grateful Dead promotional products showcasing their logo.

It has a pre-established, loyal audience (hello, Deadheads!), and they’re happy to wear, carry and display promotional products that bear the Grateful Dead name. As a result, the Grateful Dead brand gets continued visibility and growth. That’s some serious promo know-how.

Promo know-how tip: If your company has a dedicated fan base, put your brand to work by selling your audience promotional products.

Are you pumped about the opening of The Dark Knight Rises? We are, too. And we love how promotional products are being used to generate excitement for the film.

Here’s the scoop: Mountain Dew teamed up with the movie to create DewGothamCity, an online experience where Batman fans can score loads of promotional products. They first collect codes from Mountain Dew packs, earning them points to cash in on Gotham City promotional items.

Consumers can snag promotional products such as custom t-shirts, promotional belt buckles, custom watches, custom hoodies and promotional tablet skins. Each promotional item is limited edition, giving it an exclusive feel.

This campaign has great interactive elements, too. Consumers can upload their mug shot at the Gotham City Police Department, earning them a badge to become a Gothamite. They can pick up a virtual issue of The Gotham City Observer at the Gotham City convenience store or even head to the Bat Cave to see excerpts of the film before it opens.

This campaign has it all: excitement, intrigue, exclusivity and some really great promotional products.

Promo know-how tip: Promotional products can add a whole new dimension to your company’s event—whether it’s a grand opening or a tradeshow. Make it exciting by using promotional products to build suspense and keep your audience engaged.

How is British band Coldplay ramping up its concert experience? With custom wristbands that light up in rhythm to the music.

These promotional light-up bracelets are activated using a radio signal, and they’re customized with the Twitter hashtag #coldplayfilm to promote the band’s live DVD.

When an entire arena is packed with concert-goers wearing these custom wristbands, the place ignites in a multicolored, flashing glow.

Guitarist Johnny Buckland tells Bauer Radio, “It looks amazing, it just makes everyone have a great time, most of all us—and it just feels so magical.”

This luminous promotion comes at a high price, though: an estimated $640,000 per concert. Singer Chris Martin is considering dropping the promotion because of its lofty price tag, the Houston Chronicle reports.

“Most of the money we’re earning on the tour is put into the wristbands,” Martin said. “We have to figure out how to keep it going without going broke because it’s a crucial part of the concert.”

Check out the custom wristbands in action during a concert.

Promo know-how tip: Light-up promotional items, especially when used in large crowds, can help amplify your brand’s message. Use them for nighttime events to maximize their effectiveness and boost that awe factor among your audience.

Matisyahu delivers more than reggae fusion tracks for his fans—he also kicks in promotional t-shirts.

His new album, “Spark Seeker,” is available next month, and to drive pre-orders, Matisyahu is using promotional t-shirts as part of a collector’s edition package. The promotional t-shirts are packaged with a collector’s edition photo book, hand-signed graffiti lithographs and a limited edition gatefold double vinyl.

Matisyahu’s fans would likely snag the new album eventually, but by using promotional t-shirts, Matisyahu is creating an unmistakable buzz.

Promo know-how tip: Make like Matisyahu and use promotional t-shirts as part of a combo package. You could tuck a promotional t-shirt inside a logo sport bottle, for example, or place a promotional t-shirt inside a custom bag.