Sony Cooks Up Marketing Campaign for 'Julia'7 Dec, 2009 By: Chris Tribbey
Sony Pictures Home Entertainment has cooked up a sweepstakes for the Dec. 8 DVD and Blu-ray Disc release of the comedy Julie & Julia.
A code included with the film directs consumers to www.JulieandJulia.com/thegame, where they have a shot at winning a four-day, five-night trip for two to the Le Cordon Bleu Culinary Arts Institute in Ottawa, Canada; limited edition cookware; or a $500 shopping spree at SurLaTable.com.
To spice up the contest, even those who don't win get a $10 coupon toward a purchase of $50 or more at SurLaTable.com.
“Julie & Julia carries a strong appeal to the female demographic, which ties in perfectly with the high-end promotional partners involved in this sweepstakes,” said Lexine Wong, senior EVP for Sony Pictures Home Entertainment.
The contest is part of a 1 billion-impression national ad campaign geared toward women 25-49. Cable networks such as Lifetime, Oxygen, SoapNet and Bravo will have TV spots, while print publications including Food Network Magazine, Food & Wine, Saveur, Real Simple and Martha Stewart Living will carry ads. Julia & Julia ads will also be found online at Epicurious.com, FoodNetwork.com, AllRecipes.com, Bakespace.com, Gourmet.com, MarthaStewart.com, iVillage.com and more.
Jennifer Anderson, VP of marketing for SPHE, said the title was perfectly timed for the holidays, and praised the collaboration between Sony’s theatrical and home entertainment divisions. She also said Meryl Streep’s performance as famed chef Julia Child will amaze those who haven’t seen the film yet.
“She actually is Julia Child in this movie,” she said.
Separately, Target stores will offer an exclusive deluxe edition of Julie & Julia containing the 90-minute documentary Julia Child’s Kitchen Wisdom.