Here’s an example of how cross-marketing works:
The upcoming movie “Hercules,” adapted from a graphic novel, stars Dwayne Johnson — better known as The Rock during his World Wrestling Federation years — and veteran British actor John Hurt, who has two Academy Award nominations. It opens July 25.
Enter the Red Robin hamburger chain, with four locations around Sacramento and six more in outlying areas. It has partnered with Paramount Pictures and Metro-Goldwyn-Mayer Pictures to offer a “Hercules” tie-in deal, a promotion they’re calling “Burgers & a Movie.”
Essentially, if you buy a $25 “limited-edition ‘Hercules’ gift card at participating Red Robins” you’ll get a ticket to the movie and entry to a sweepstakes for a tour of Paramount Pictures Studios “and other great prizes.” Or, if you see “Hercules” over the opening weekend and show your ticket stub at Red Robin, $3 will be knocked off your bill.
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As part of it, Red Robin has created the “Hercules-inspired” Colossus Burger, a “fire-grilled six-ounce beef patty piled high with finely chopped smoked brisket, provolone cheese, grilled onions and barbecue sauce on a sesame seed bun.” It’s $11 now through Sept. 1. Flaming arrows not included.
Details are at www.redrobin.com/herculesmovie.