Big Idea Gears Up for VeggieTales Promotions27 Feb, 2011 By: Billy Gil
Faith-based studio Big Idea Entertainment will release their first new Easter DVD in seven years with VeggieTales: ‘Twas The Night Before Easter March 8 (March 5 to Christian bookstores) at $14.99.
The new title features a new character, Cassie Cassava, voiced by “American Idol” finalist Melinda Doolittle. The family title follows cable news reporter Marlee Meade as she tries to save her town’s old theater with a show but needs a star. Enter Cassie Cassava, whom Meade steals for her pageant, causing things to go haywire, teaching about what it means to help people and finding the true meaning of Easter along the way.
The DVD includes a commentary track, a sing-along, a featurette about Doolittle, the featurette “Larry’s Backstage Pass to ‘VeggieTales Live!’” and the “Easter Cards” interactive matching game.
A comprehensive marketing and advertising campaign will support the new title, along with licensing and promotional partners such as Toys “R” Us, Walmart, Target, American Greetings Interactive and more, in addition to live events.
“We hatched ‘Twas The Night Before Easter as a holiday surprise for families,” said Leslie Ferrell, GM of Big Idea Entertainment. “This title follows the huge sales success our first Easter-themed release, An Easter Carol, and we couldn’t be more thrilled to deliver a new DVD timed to the holiday this year. It was truly a rewarding experience working with Melinda Doolittle, and we think fans are going to love her character, Cassie Cassava, just as much as her wonderful singing!”
The campaign will focus on national print, television, radio, online, social media and grassroots team promotions, with Big Idea and American Greetings Interactive teaming for a viral eGreeting Easter card campaign and an “Easter Countdown” vignette program for radio outlets. Big Idea also will provide TV stations in key markets with an animated interview segment of Larry the Cucumber and will hold product giveaways with more than 100 local market stations. Doolittle also will hold a targeted media tour timed to the DVD release date.
Big Idea Entertainment also has partnered with Christian charity World Vision to bring awareness to child sponsorships through World Vision at www.worldvision.org and in person through participating Christian retail stores where child sponsorship packets will be available at VeggieTales Easter displays and World Vision displays. Additionally, the Easter DVD will include a World Vision promotional video with a special message from Larry and Bob the Tomato.
Big Idea will use indoor advertising on closed-circuit televisions serviced through ScreenPlay and PlayNetwork to air clips and songs from the DVD in select Barnes & Noble, Chuck E. Cheese’s, Gymboree, Best Buy, Toys “R” Us, Walmart, Target and other stores. In March, Big Idea Entertainment and its promotional partners will debut a line of ‘Twas The Night Before Easter merchandise, including as a mini-plush character set, Easter “Candy Coins” (available exclusively at Walmart), wooden puzzles, “Madame Blue’s Easter Hullabaloo!” sound board book, Easter cards, an Easter egg coloring kit, a VeggieBus and more.
Live events include screenings at more than 2,000 churches coordinated with more than 250 Christian retail outlets nationwide in March and April.
Additionally, Big Idea the same day will release the VeggieTales: Hosanna! Today’s Top Worship Songs for Kids! CD, featuring Amy Grant and others, at $9.99.