Angels Dial Up Nokia; Homermania Reigns

Brandweek, Oct 23, 2000 by David Finnigan

Nokia is the prime promotional partner for Columbia Pictures' private eye-candy film, Charlie's Angels, with Nokia getting product placement for its 8200 line of cellular phones in the film's trailers and commercials.

Columbia parent Sony Pictures Entertainment needs a hit after 14 up-and-down months at the box office, and the under-pressure studio has very high expectations for the film's Nov. 3 opening. Sources said Nokia has given Sony a $20 million minimum commitment to tie-in ads. The cell phone maker started its campaign last week on TV Land and this week expands the Angels phone line to MTV, which is getting a considerable share of Nokia's Angels spend. Prime time ad buys are expected soon.

"The movie is stylish; exactly what Nokia is in the marketplace," said Maria Hernandez, Nokia consumer marketing manager.

Best Buy and Circuit City are doing Nokia-based Angels in-store promotions: shopping spree contests, sweepstakes and gift certificates for those buying any Nokia phone item. the retailers are running radio promos (but no TV ads), while store TV monitors hype the movie starring Cameron Diaz, Drew Barrymore and Lucy Liu. Nokia, Best Buy and Circuit City also are co-sponsoring preview screenings this week in the top 25 markets.

Clothier Hugo Boss sponsored the Oct.22 premiere in Los Angeles, while speedboat maker Donzi, Tecate beer, Bolbee fashion backpacks and Sony's CIX handheld computer join Nokia onscreen with product placement.

"It's really quality here and not quantity," said George Leon, Sony svp- promotions. "It's partners for the right audience for this movie. Ifs young adults who are tech-heavy and cool."

News Corp One ends the 10-month worldwide promotion of Fox Broadcasting staple The Simpsons with an Oct. 27-29 "global fanfest," with 1,000 contest winners from 16 countries flown to L.A. for three days of Homermania. Promo partners Sunkist/Music-land, Butterfinger, 7-Eleven and Weber-Stephen (for its Simpsons-logoed grills), have done special events, in-store efforts and paid media worth more than $20 million, said sources. About 3,000 ticket holders will be at the Fox lot for this Sunday's five-hour, eight-language fanfest promoting the show's Nov. 5 season premiere and 250th episode.

Over at the Fox Family Channel, Kia Motors America has inked as title sponsor of FFC's quarterly Front Row Center music specials starting with the Nov.24 show On-site signage and branded VIP show areas are planned.

For those about to promote (we salute you): A commercial for Charlie's Angels uses AC-DC's 1980 sex tune "You Shook Me All Night Long," while Fox's diabolical comedy Bedazzled opened last week after its TV spots blared the Australian rockers' 1979 easy-listening hit, "Highway to Hell."