Designed to generate in excess of over 1.6 billion consumer impressions, the Dr. Seuss’ Horton Hears A Who! DVD marketing campaign, Twentieth Century Fox Home Entertainment’s (TCFHE) largest campaign this year, encompasses a multi-layered effort including cross-promotions with three partners – Macy’s, with whom Horton will act as the retailer’s official Holiday Ambassador as well as take flight in the annual Macy’s Thanksgiving Day Parade; Energy Star in an educational partnership to promote energy-efficient products and practices as a way to reduce the amount of greenhouse gases; and L’Oréal Kids, who is producing four Dr. Seuss’ Horton Hears A Who!-inspired hair shampoos.
With a campaign of over $25 million combined, the television, print, internet and radio advertising will be begin pre-street, continue through street date, the critical holidays shopping period and well into the New Year.
As the official Macy’s Holiday Ambassador, a 66 feet long, 36 feet wide and 48 feet tall Horton helium balloon will grace the New York City streets in this year’s 82nd annual Macy’s Thanksgiving Day Parade. The partnership with one of the country’s flagship retailers also includes an exclusive Horton plush, to be available at all 800 stores nationwide. With an estimated reach of more than 1.6 billion impressions, the multi-million dollar campaign includes TV, print and radio support, direct mail plus in-store exposure including themed shopping bags, point-of-purchase displays and in-store events.
TCFHE and Energy Star, a joint program of the U.S. Environmental Protection Agency and the U.S. Department of Energy, have teamed up to help to promote energy-efficient products and practices. Utilizing the Dr. Seuss’ Horton Hears A Who!’s message that every person matters (and can help the larger community) “no matter how small,” Energy Star will launch a multimedia TV and Print PSA campaign aimed at children demonstrating how they can make a difference and save the environment. Dr. Seuss’ Horton Hears A Who!–themed activity books and tip sheets will be distributed to schools, Energy Star partners and retailers. The televised PSA will also be aired nationally on network and cable outlets, as well as on the Energy Star website.