Love the originality of this partnership, quite unexpected and especially unique in Rugby.
Two very different campaigns, with very similar marketing objectives, uniting with a common goal in a one-off partnership.
👨👨👧👦 - Target Audiences
Both Quins and 20th Century Studios will be targeting the same audience to a) attend their flagship summer rugby match and b) watch the new Kingdom of the Planet of the Apes movie.
🗓️ - Campaign Timeline
With Harlequins’ “Big Summer Kick Off” matchday taking place on Saturday 27th April, and 20th Century Studios’ release of Kingdom of the Planet of the Apes releasing on 9th May - both parties are speaking to the same audience at the same time - why not combine and double the efforts?
🤝🏼 - Brand Parallels
The “Together Strong” slogan, combined with the movie storyline draws great parallels of those of a rugby team. Team cohesion, physicality and pride are just some of the consistent brand values that can be leveraged in market activation.
🤩 - Disruptive Content
The digital marketing world is fiercely competitive and everybody is fighting for visibility. This partnership has the ability to disrupt and cut through if executed effectively.
Hats off to all at Harlequins and 20th Century Studios for being brave enough to upset the status quo, I really hope this partnership works and becomes a case study for more brilliant industry crossovers in sports. 🃏🦍🎬
What do you think? 👇🏼
Today Harlequins have confirmed a new collaboration with 20th Century Studios to promote their blockbuster movie ‘Kingdom of the Planet of the Apes’ at Big Summer Kick-Off on Saturday 27 April at Twickenham Stadium.
Teaming up for Big Summer Kick-Off, Harlequins and ‘Kingdom of the Planet of the Apes’ will activate a range of exciting activations to promote the film and support Quins’ showpiece summer match against table toppers Northampton Saints in front of 60,000 rugby fans.
Kingdom of the Planet of the Apes is in UK cinemas on Thursday 9 May. Tickets are now available to purchase here - https://lnkd.in/d6RSm9pf
Read all about the collaboration here – https://lnkd.in/d8egsBhE
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11moWow, what an incredible accomplishment!