Universal Studios Eyes Ads for Affinity Card

Brandweek, Jan 25, 1999 by T.L. Stanley

Universal Studios is mulling the first national consumer ad campaign around its affinity credit card program, a partnership with Discover Financial Services, aiming to double its membership in 1999. The program, which launched about a year ago, has drawn more than 300,000 consumers with rewards that range from free movie tickets and theme park admissions to walk-on roles on television shows and appearances in music videos. Execs at Universal's corporate sponsorship group, which recently bartered alliances with Coca-Cola and DaimlerChrysler, also are considering the card's first tour sponsorships, in the wake of the studio's Polygram Music acquisition, and are planning a series of special events for cardholders around the opening of the Islands of Adventure theme park in Orlando, Fla.

Cardholders have been culled so far through direct mail and, beginning last month, kiosks at the Hollywood and Orlando theme parks. But national advertising could begin as early as summer. The studio has worked in the past through Discover's agency, DDB Needham, Chicago, but that account currently is in review. The work likely would land with whoever wins the Discover business. The campaign could focus on a specific reward, such as prime seats and backstage passes to the current Rolling Stones tour, or a particular sweepstakes. A contest winner to be picked later this month can choose licensed merchandise, concert or film premiere tickets, or, the brass ring, a small role in an episode of Xena: Warrior Princess or Hercules: The Legendary Journeys.

"We've pulled from each division within the company to try to make a rewards package that's motivating to consumers," said Wendy Winks, Universal's senior director of credit card business. "It has to be something they can't normally get."

Banking on finding more than indie filmmakers and hangerson at the Sundance Film Festival, BMG Entertainment is dispatching its corporate marketing group to the Park City, Utah, event to drum up some alliances between consumer products and its music catalog, online, direct marketing, BMG Visa and other business.

"We're telling brand marketers that there's a reason to be involved with us beyond music licensing," said Scott Richman, senior dir-marketing. "We want to create a franchise position for ourselves at the festival." BMG has a suite set aside for powwows with marketers and is working with Starbucks and Sundance Channel as hosts of a five-day, live-music showcase.

After spending the past two years bulking up its film marketing division, Sony recently lost two junior-level execs: Dawn Rosenquist, a promotions vp, resigned shortly after Karen Davis left the studio... Michael Polls is leaving Universal Studios Home Video for greener pastures. He had recently been promoted during a restructuring to exec dir-marketing in the newly formed brand management group ... Rita Prosyak bumped up to director of promotions for Fox Kids Network and Fox Family Channel, overseeing promos for a range of properties from Power Rangers and Mystic Knights to Life with Louie and The New Addams Family.