Warner Brothers Peppers Singapore with One Million 'Polar Express' Postcards
Posted on Thursday November 11, 2004
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I always find it interesting to see movie marketing techniques that the studios use in other countries.
Warner Brothers just pushed a big direct mail campaign in Singapore. With a population of just 4.1 million, they may have penetrated practically every household in the country:
In an unusual movie marketing move, Warner Bros partnered [with] Singapore Post to maildrop 1 million postcards. Each one bore scenes from the movie.
Our friendly postman started delivering them to homes on Nov 4.
The postcards also invite residents to write to Santa to stand a chance to attend The Polar Express slumber party. The top prize at the party is a trip for two to Finland.
Based on a little research of Singapore postal rates and what I know about printing and fulfillment, I'm guessing the total spend on this project was around $165,000-$180,000 dollars -- Pretty good when you consider that they reached practically every family in the country...
Express delivery - NOV 12, 2004
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