• by Aaron Baar , December 15, 2010

To promote its reboot/sequel "Tron: Legacy," Disney is proclaiming "The Game Has Changed." In touting its new, high-priced electric razor, the SensoTouch3D, Philips Norelco believes the same thing. And while a connection between a high-tech, special effects-filled film and an electric razor may seem thin to the outsider, it nevertheless led to a movie tie-in.

"Similar to the high energy and technology of 'Tron,' SensoTouch 3D is our most technologically advanced shaver yet," Philips Norelco Vice President of Marketing Jacopo D'Alessandris tells Marketing Daily in response to e-mailed questions. "We recognized an opportunity to reach the SensoTouch 3D target by capitalizing on the buzz already surrounding this film, as they share the same audience."

This week, Philips Norelco began offering tickets to an advance screening of the film in 16 cities via a dedicated microsite, www.3dshave.com/TRON. The site also includes games and a sweepstakes in which consumers can win $10,000 to finance a home theater upgrade, as well as a $30 rebate on the SensoTouch 3D electric shaver in conjunction with movie tickets.

"The iconic elements featured in the film inspired much of the customized creative on the dedicated Web site, 3dshave.com," says D'Alessandris. "For example, we tried to incorporate things such as the light cycle and light disc, as they mimic elements from the Philips Norelco SensoTouch 3D and bring the world of 'Tron' to life."

The company is primarily employing online advertising to drive traffic to the site. Philips Norelco is also counting on buzz from the movie itself to help drive traffic, says D'Alessandris.

"By linking ourselves with such a buzz-worthy property, we've been able to generate excitement for SensoTouch 3D organically," he says. "We anticipate positive results from this partnership and feel that it helps position Philips Norelco as a game-changing force in electric shaving."