Kellogg’s Begins New Star Trek Movie Promotion March 14, 2009by John Tenuto , Filed under: Marketing/Promotion,Star Trek (2009 film) , trackback
In another sign of what a big event the new Star Trek movie is, we can now add the name Kellogg’s to the growing list of big promotional partners Paramount has lined up. The first Kellogg’s products with Star Trek promotional imagery (and giveaways) have just started appearing in stores, with more expected in the future.
Leggo my Star Trek Eggo
It has been hinted for months that the Star Trek feature film was going to have a major presence in grocery stores to help with its promotional campaign, and the first items are just showing up in your grocer’s freezer. Starting this month, all varieties of Eggos (over a dozen in total) feature Star Trek imagery and offer Star Trek tokens which fans can send in (with shipping and handling charges) to get a 8" 3D Warp Speed plate featuring the new Enterprise. More details on the Kellogg’s Eggo promotion are available at the Kellogg’s site. The Eggo Star Trek products are just starting to show up, so don’t be surprised if they aren’t at your local market, yet.
Assuming the Star Trek promotion follows the same pattern Kellogg’s and Paramount did last year for Indiana Jones and the Kingdom of the Crystal Skull, we will likely see Star Trek imagery featured on a variety of Kellogg’s products, from cereals, Pop Tarts, fruit snacks, cookies and maybe more. There will likely be additional Star Trek themed items to collect (either in the box or through mail-in offers).
Why this news is GRRREAAAATTT!
One of the challenges with marketing a big feature film to the mainstream is that various audiences are broken into niches. However, every kind of demographic visits the local grocery store. People who might not watch Heroes or go to the Watchman movie, or who do not visit entertainment sites on the Internet (which would not be you who are reading this article, obviously) will learn about the new Star Trek film with their weekly trip to the store. This will be especially important in making the film ‘mom friendly’ and it is a big vote of confidence in Star Trek that Kellogg’s chose this film for a big summer movie promotion (they usually only do one or two films for each summer).
Star Trek and Kellogg’s: A Long Time Friendship
Although the scale of the new promotion will likely be a first, this is not the first time that Kellogg’s has had Star Trek relationship. In 1996, for the release of Star Trek First Contact and Star Trek’s 30th Anniversary, Kellogg’s featured an array of Star Trek characters and ships on cereal boxes. And back in the 60s Kellogg’s had the first Star Trek cereal box (a Spock edition of the then-named Sugar Smacks).
Mr. Spock says renaming the cereal ‘Honey Smacks’ is logical
Promo partner line-up + more to come
And for those keeping score, here is the full list of known promotional partners lined up for the new Star Trek movie:
There are likely more to come. As more information and images from Kellogg’s or other promo partners become available, TrekMovie will provide updates.
Thanks to Jamie for the images