Jamba Juice Co. has partnered with Lionsgate’s Summit Entertainment for a multi-element promotional campaign tied to the November theatrical release of the fourth and final installment of the Twilight Saga, “Breaking Dawn - Part 2.”
The campaign aims to drive in-store traffic and sales among teen females (14-19) and their moms (35-50).
The natural, “better-for-you” specialty beverage and food chain is offering a limited-time, deep-red-hued, mixed-berry smoothie, dubbed “Berry Bitten.”
The purchase of a 24-ounce serving (priced at $5 to $6, depending on region) comes with one of four free, collectible Twilight slap bracelets. Each bracelet, branded with Jamba Juice and “Breaking Dawn,” depicts the Twilight series’ Cullen, Denali, Egyptian or Irish Covens. The chain estimates that more than 500,000 bracelets will be distributed.
A supporting, Facebook-based Twilight Saga Sweepstakes offers two tickets to the “Breaking Dawn” red carpet premiere on Nov. 12 in Los Angeles, airfare and hotel included. To enter the sweeps, fans must like Jamba on Facebook.
In addition, regional Jamba
franchisees are running multiple, Twitter-based local sweepstakes. These will in total award 1,000 winners two tickets each to 32 exclusive Jamba Juice-sponsored “Breaking Dawn” advance
screenings (local premieres) on Nov. 15 in 18 different cities. Winners will also receive a $50 gift card, slap bracelets and a poster. Fans enter by Tweeting their photos, with a Berry Bitten
smoothie, hashtagged with #JambaTwilight.
The campaign also includes full-page ads in magazines such as In Touch and Life & Style; and Twilight-contextual banner ads on movie sites including MTV’s Hollywood Crush, Yahoo’s OMG and Yahoo’s Mobile Entertainment.
Santa Monica, Calif.-based advertising/activation agency Neighbor initiated and brokered the partnership with Summit, initiated/named the special smoothie drink, developed the sweepstakes and the regional Twitter campaigns, and created the slap bracelets. Jamba Juice Co. has 783 locations in 26 (primarily Western) states, plus Canada and overseas.