Talk about strange bedfellows. Doritos, Whole Foods Market’s Whole Planet Foundation, and Mazda have agreed to help fuel Lionsgate’s marketing machine for The Hunger Games: Mockingjay — Part 1, which is revving up for the movie’s premiere on November 21, the studio says today.
The tortilla chip maker and auto company will sponsor an app — “Our Leader The Mockingjay” (OLTM) — available for Apple and Android devices. This month Doritos packages will feature Mockingjay-related themes, and include codes that — when scanned — “unlock exclusive content on the OLTM app,” the company says. Doritos, which is owned by Frito-Lay, which is owned by PepsiCo, will also have an online sweepstakes for movie-related merchandise, and a trip to the U.S. premiere.
Mazda has a similar plan as — what else? — “the official automobile sponsor of the U.S. premiere of The Hunger Games: Mockingjay – Part 1.” Fans of the movie will be able to scan a Mazda logo on a brochure, print ad, or its U.S. web site to access its own “exclusive content.” The car maker will have a design contest on Tumblr where people can offer plans for a Hovercraft; Mazda will make a charitable donation for each one submitted.
The Whole Planet Foundation also sees a charity tie-in: It will earmark $1 for to fund global antipoverty microcredits every time someone buys its Courage of One juice. Oh, and it will also have a sweepstakes where movie fans can win premiere tickets, and Whole Foods gift cards.