IKEA + Mamma Mia!:The Swedish home goods retailer has joined forces with the new Mamma Mia! movie to entertain shoppers and immerse them in the tunes of the Swedish pop group Abba. With the trip to out of the way IKEA locations often being quite a trek and thus an experience in itself, they've aimed to create events that make shopping fun and lively. Stores nationwide will host sing-a-longs every weekend during June and July, and karaoke contest participants will receive IKEA gift certificates and tickets to private screenings of the movie. In the spirit of the movie's matrimonial theme, the Burbank, CA IKEA location is even hosting a mass wedding event for 20 lucky couples in which they will provide the justice of the peace, cake, entertainment, reception, and $500 gift cards as wedding presents.
Converse + Pepsi: In honor of the 100th anniversary of the Converse brand, the sneaker company has launched a year long "Connectivity" campaign in which they will team up with icons in the categories of sports, music, art, fashion - and beverage?! Converse and Pepsi created 12 styles of limited edition sneaker cell phone charms to be packaged with the soft drink; the charms come in popular styles including Chuck Taylor All Stars, Jack Purcell and Larry Birds. Though the brands seemingly don't have much in common, other than being pop culture mainstays, their pairing benefits consumers who get a fun, free and possibly collectable gift.
MTV + Sears: In an effort to up their appeal amongst the trend-conscious teen demo, Sears partnered with MTV to create a musical movie called The American Mall. Produced by the creators of High School Musical, there will be several approaches to integration to gain exposure for both brands: many of the scenes in the movie were shot in Sears locations and the characters will be wearing apparel and using products from the retailer; Sears will receive promotion along with that of the movie on popular MTV shows such as TRL; and following the premier of the movie on MTV, the DVD and soundtrack will be sold exclusively at Sears - a fact which will be promoted on MTV. The American Mall is set to air in August just in time for the back-to-school shopping season.
Netflix on Xbox 360: In an effort to bring their instant gratification services to a larger audience, Netflix just announced a collaboration with Microsoft. Following collaborations with set top box makers Roku and LG Electronics Inc., over 10,000 Netflix titles will be available via Xbox 360 via a software upgrade this fall. And for those lucky gamers with Xbox 360 Live Gold memberships, the upgrade is free.
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