• Ken Keuffel

Ashley iKidz dealers to cross-promote new movie “Home”

Events includes sale early next year
Ashley-cross promoThis poster is among the promotional materials that Imagine Advertising will provide during the cross-promotion tied to upcoming DreamWorks Animation film “Home.”

HIGH POINT — Retailers of Ashley Furniture Inds.’ iKidz Rooms can participate in a cross-promotion tied to “Home,” a DreamWorks Animation film to be released March 27.

The promotion, called “The Galaxy’s Greatest Home Sale,” runs Feb. 27-April 30. Dealers have until Jan. 13 to sign up.

“Home” revolves around a human-alien relationship that develops during “the road trip of a lifetime” after Earth is conquered by the Boov, an alien race in search of a new home, according to a summary at the Internet Movie Database.

Flora Stopher is the owner of Imagine Advertising, the Norcross, Ga.-based firm that will provide all marketing and advertising materials for the promotion and will execute what she calls “an omni-channel marketing strategy” in print and online.

“DreamWorks is reaching families with young children,” she said. “That’s also the iKidz demographic. It’s a great fit.”

Retailers participating in the promotion can distribute tickets to pre-screenings. They can offer customers such gift-with-purchase items as “Home”-themed plushies and lunch boxes. They’ll also be able to cross-promote with other “Home” movie sponsors in their local marketplaces.

The cross-promotion tied to “Home” will aim to generate the kind of traffic that will lead to increases in business at dealers of iKidz Rooms. The same intention fueled Ashley’s participation in a similar, Imagine Advertising-coordinated youth bedroom promotion tied to Sony’s “The Smurfs 2” in summer 2013.

“We had great success with that,” said Cole Sianko, Ashley’s marketing and advertising vice president.

Image of Ken KeuffelKen Keuffel | Ken Keuffel, News Reporter
kkeuffel@furnituretoday.com

In addition to news reporting, Ken covers casual dining, home office furniture, regulatory and compliance issues and will assist in reporting on the industry's retail activities.

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