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Home Line promos use 'Chipmunks' theme

By Clint Engel -- Furniture Today, March 8, 2010

PHILADELPHIA —

Manufacturer and importer Home Line Furniture has teamed up with Twentieth Century Fox Home Entertainment to create a series of promotions themed around the “Alvin & The Chipmunks: The Squeakquel” movie and upcoming DVD release.

The promotions, developed for Home Line by Imagine Advertising and Napier Marketing, are supported by print, direct mail and television advertising and point-of-sale materials.

Retailers can decide the extent of their participation, from furniture categories to the actual value offer. The promotion, set to run March 25 through May, ties in with the Blu-ray and DVD release of the movie.

The media materials are offered for sale through Imagine as are DVDs and gift packs with toys, DVDs and other items that retailers can offer to consumers as a premium with purchase. A retailer can buy in with the purchase of at least 15 DVDs for $19.95 each and one set of point-of-sale materials for $99.

Home Line and Imagine say the campaign is a way for Home Line-selling retailers to break out from a dull clutter of advertising in the marketplace.

“With this alliance, we can offer retailers the ability to integrate their promotion with this hugely successful and entertaining franchise,” said Home Line Co-President Josh Verne. “Our industry needs this promotion and the fun messaging it creates to mix up the sometimes redundant messaging we've become accustomed to.”

Home Line, through its partnership with Imagine, also is allowing retailers that are outside of Home Line's distribution area to tie other product to the promotion, the company said. Home Line serves retailers in 31 states, mainly east of the Mississippi.

More information on the promotion, including sample TV ads, is online at http://www.imagineadv.com/homeline.

A Home Line spokesman said the company plans to bring a new nationally themed promotion to its dealers every quarter.

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