Red Robin, Baskin-Robbins Partner for Casper DVD Release

A number of big brands are readying promotions tied to the Aug. 21 DVD release of “Casper’s Scare School.”

Red Robin restaurants is set to run a slate of campaigns Sept. 11 through Nov. 4, which center on 2 million movie-themed kids menus. Each menu will include a $2 off coupon toward the purchase of the DVD.

The coupon will also be promoted at RedRobin.com via an October e-mail message to the company’s nearly 900,000-member e-mail club. In store, employees will promote the DVD by wearing themed buttons.

“Casper is a 50-year-old plus property,” said Nicole Blake, senior vice president of marketing at Classic Media, which owns the Casper the Friendly Ghost character. “It’s one of the few brands with worldwide recognition.”

Other brands are partnering for the release as well.

Baskin-Robbins Sugar Free Hard Candies will rollout a special offer on 1.7 million ounce packages of its product. People who buy two 4.2-ounce bags and the “Casper” DVD will receive a $3 mail-in rebate offer.

Cartoon Network will broadcast “Casper’s Scare School” this fall.

TV and radio spots, as well as ads in family publications including Parents and Family Fun magazines will also promote the DVD. Classic Media has also created a Web site at CasperScareSchool.com that offers visitors games and activities.

In the latest adventure, Casper goes back to school to learn how to scare people. The DVD will sell for $16.95.

Palisades handles the media planning and buying and the Benson Company is producing the TV spot for the promotion.

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