• by Karlene Lukovitz  @KLmarketdaily, January 5, 2010

"Valentine's Day," a new comedy from "Pretty Woman" director Garry Marshall that will premiere in mid-February, has inspired a cross-promotion involving The Melting Pot Restaurants and Skyy Vodka.

Melting Pot, a national fondue franchise, partnered with Warner Bros. to create an online (meltingpot.com) "Valentine's Day Red Carpet Premiere Sweepstakes" with a grand prize of a trip to Los Angeles for the movie's premiere in mid-February.

In addition, the restaurant chain is featuring three "Love Potions" using Skyy vodkas (Infusions and X-Rated Fusion Liqueur) on a special cocktail shaker menu. The drinks debuted on Dec. 31 and will be available through March 15.

The romantic theme and activities will also be used to help interest Twitter and Facebook users in the chain's national Club Fondue program.

Given The Melting Pot's popularity as a Valentine's Day destination, the movie partnership and Skyy tie-in "just made sense for our brand as a way to create memorable experiences for guests and incentivize them to return," says Kendra Shier, the chain's VP, brand development.

Skyy Spirits has worked with The Melting Pot for several years and has always been part of its beverage program, but tying into a promotion of this scale is "a huge win" that affirms that the spirits make exceptional cocktails, Skyy Spirits Eastern National Accounts Manager Wendy Dunlap tells Marketing Daily.

Skyy's "extensive Hollywood relationships" were leveraged to help The Melting Pot create a promotion that "will capture the interest of guests and ultimately increase [the restaurants'] business during the important Valentine's Day promotional period," Dunlap adds.

The "Valentine's Day" cast includes Julia Roberts, Anne Hathaway, Jessica Alba, Jessica Biel, Bradley Cooper, Eric Dane, Patrick Dempsey, Jamie Foxx, Jennifer Garner, Topher Grace, Ashton Kutcher, Queen Latifah, Taylor Lautner and Taylor Swift.