Mercedes-Benz Announces Jurassic Park Marketing Tie-In
19 May 1997
Mercedes-Benz Rolls Out Global Marketing Tie-In With Universal Pictures and Amblin Entertainment's 'The Lost World: Jurassic Park'
HOLLYWOOD, Calif., May 19 -- Intensifying its brand strategy
designed to reach out to a wide range of audiences throughout the world,
Mercedes-Benz has implemented an exclusive, global automotive marketing
partnership tied to Universal Pictures and Amblin Entertainment's "The Lost
World: Jurassic Park."
The film, which opens May 23, features the new U.S.-manufactured Mercedes-
Benz M-Class all-activity vehicle, an all-new sport utility vehicle which will
go on sale in the United States this Fall and in European and Asian markets in
1998.
"What more exciting venue to illustrate the rugged performance of our
M-Class all activity vehicle than the adventurous environment of 'The Lost
World: Jurassic Park?'" observed Dr. Dieter Zetsche, Daimler-Benz board member
responsible for Mercedes sales and marketing worldwide.
The marketing partnership with Universal Pictures and Steven Spielberg's
Amblin Entertainment goes beyond a simple product placement or promotional
tie-in.
Instead, Mercedes-Benz will coordinate an integrated campaign with
Universal involving:
-- Creative inclusion of the Mercedes-Benz M-Class in the film.
-- Utilization of the M-Class as a character in DreamWorks Interactive's
"The Lost World: Jurassic Park" video game scheduled for worldwide
release this summer.
-- Use of "The Lost World: Jurassic Park" version of the M-Class in a
range of toy Mercedes vehicles produced by Tyco and Revell-Monogram.
-- A Summer 1997 point-of-purchase sweepstakes involving Timberland,
another "The Lost World: Jurassic Park" marketing partner, in the U.S.
and key overseas markets.
-- Other cooperative activities with "The Lost World: Jurassic Park" that
will be announced at a later date.
As exclusive automotive partner for "The Lost World: Jurassic Park,"
Mercedes-Benz will also create advertising, direct marketing, new media and
dealer point-of-purchase materials, timed first for the release of the movie
in the U.S and then its subsequent release in Europe and Asia. The U.S.
advertising, created by Lowe and Partners/SMS in New York, adapts themes and
images from "The Lost World: Jurassic Park" to the award-winning, humorous
style of the current U.S. advertising campaign.
In Europe, the international lead agency for Mercedes-Benz, Springer &
Jacoby of Hamburg, Germany is implementing a similar program designed for the
various European markets.
"The Lost World: Jurassic Park" is the sequel to "Jurassic Park," the
blockbuster which has grossed $913 million since its 1992 release. Noted
Dr. Zetsche, "Our involvement with 'The Lost World: Jurassic Park' is one of
many ways that today's Mercedes-Benz is conveying the contemporary, engaging
side of its brand image to audiences young and young-at-heart throughout the
world."
"We are very proud to be associated with a company like Mercedes that
exemplifies high standards," commented Brad Globe, head of Consumer Products
for Amblin/DreamWorks, "and we're confident that their marketing efforts
supporting the film will not only enhance our campaign, but generate enormous
consumer awareness for the launch of the M-Class."
The M-Class all-activity vehicle is designed from the ground up as a sport
utility vehicle utilizing a "clean sheet of paper" approach and not based on
an existing truck platform or a carryover from another vehicle. The M-Class
combines the on-road ride comfort, handling, performance and safety of
Mercedes-Benz cars with the inclement-weather traction and off-road
capabilities that draw buyers to SUVs. The suggested retail price of the
M-Class will be in the mid-$30,000 range.
SOURCE Mercedes-Benz of North America, Inc.
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