Cause Marketing

Last February, before Valentine’s Day, there was a flood of ads featuring a three-way tie-in between the Garry Marshall movie Valentine’s Day , Ford and its Warriors in Pink campaign, an effort on behalf of Susan G. Komen. The movie is now out on DVD . I know because it arrived in a Netflix envelope last week. (Two words gents: ‘chick flick’). When it came out, I openly admired the campaign. The movie is filled with starlets and stars. The ad (this one was in People Magazine ) and the promotion is designed well-enough to make good use of them all. I suspect Ford and the studio, New Line Cinema , split the advertising cost. Warriors in Pink/Komen for the Cure products get to appear on a lot of star bodies and New Line gets reduced priced advertising. But now that the movie is available on DVD, where’s the follow-on promotion? Where’s the DVD stuffer that includes a Warrior Wear and gear catalog as worn by the stars? Where’s the behind-the-scenes video of the Warriors in Pink photo s...