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CHALLENGE
20th Century Fox hired The Regan Group to search for national partners that could
lend their brand cache in order to heighten awareness and generate a buzz surrounding
the anticipated theatrical release of the animated family-comedy, ROBOTS.
SOLUTION
Since this computer-generated, animated tale involves machines, gizmos and robots,
The Regan Group approached potential partners from a complementary industry like
consumer electronics, software and online service providers.
AOL was quick to pick-up on this unique opportunity to tie-in with a Hollywood property
that not only related to their business, but gave them potential new subscribers.
SUPPORT
AOL promoted the theatrical release of ROBOTS on all of its national direct-mail
CD-ROM packages via USPS
FOX provided all of the assets while AOL created the content
Each CD-ROM included free exclusive added-value features all branded to ROBOTS:
PC-based game on the movie
Movie screensavers and desktop wallpapers
Printable ROBOTS art
RESULTS
Relying on The Regan Group's fulfillment services enabled AOL to distribute 1,550,000 direct-mail packages to consumer's homes nationally.
This program helped make ROBOTS one of Fox's biggest hits of the year
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