Kmart has partnered with Warner Bros. Consumer Products, on behalf of DC Comics, for a multi-channel entertainment marketing promotion supporting the July 18 release of the upcoming action-adventure, The Dark Knight. Kmart will serve as the “Official Batman Headquarters” with a product boutique at the front of the store. Promotion elements include free movie tickets to see the flick with the purchase of three bags of Reese’s Batman products and $5 off select Mattel The Dark Knight toys with the purchase of five boxes of select General Mills cereal and fruit snacks.
The Dark Knight boutique at Kmart, located at the front of the Kmart mainland retail locations, includes licensed products from the movie, such as toys, kids’ apparel, costumes, bedding and accessories, and Men’s apparel, along with an exclusive Kmart The Dark Knight gift card.
In addition, Kmart is supporting the promotion with a designated Batman Headquarters circular wrap; extensive in-store point-of-sale including co-branded shopping bags and online exposure via a microsite (www.kmart.com/batman) featuring merchandise, an exclusively designed e-giftcard, free downloadable wallpaper, and a trailer and link on Kmart’s website to thedarkknight.com.
To further engage consumers, the Reactrix Media Network will feature an exclusive STEPscape™ interactive spot for Kmart and Warner Bros. Reactrix is developing an interactive ad featuring their patented-gestural technology in select malls and theaters throughout the country throughout July. The spots will incorporate the Batman Headquarters, products, and promotional messages and allow consumers to literally interact with the Kmart’s Batman-branded merchandise.
The Kmart promotion launched July 6 and runs through July 19, 2008.