‘Hunger Games’ Feeds On Marketing Help From Doritos, Whole Foods, And Mazda

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.

This article was printed from https://deadline.com/2014/10/hunger-games-mockingjay-marketing-doritos-mazda-whole-foods-847946/