The biggest lasagna fan and Monday hater in the world, Garfield, arrived in Brazilian cinemas on May 1st with his newest film. To encourage the public to watch ‘Garfield – Fora de Casa’, the most beloved cat in pop culture is starring in a series of promotional activities.
To keep you up to date with everything that’s happening, Adnews brings you the main marketing actions involving the feature film. Here we go!
Garfield in the company of Kwai
The protagonist of the film starring Chris Pratt (Guardians of the Galaxy) and Samuel L. Jackson (Avengers) dominated the Kwai’s official channel to tell you a little about his new film alongside his faithful adventure partner, the dog Odie.
To get in the mood for the film, app users are being invited to post videos with the hashtag #GarfieldNoKwai.
Garfield takes advantage of Kwai’s office to do what he likes most: relax (Photo: Disclosure/Kwai)
The kitten took advantage of the partnership with Kwai to visit the app’s office in São Paulo, and the combination was love at first sight. An orange environment, with lots of sofas and an entire pantry at your disposal, seems like the dream place for the kitten, who was pampered by the app’s team with a special supply of lasagnas. You can check out Garfield’s full visit to the office on Kwai’s social media.
I LoveCinema, TudoGostoso and Patas da Casa
Still in the digital environment, the new Garfield film has a dissemination strategy on the Webedia Brasil websites, which are I love cinemaTudoGostoso and Patas da Casa.
The portals were chosen because they were able to communicate with the film’s target audience, which is aimed at the whole family.
According to the Sales Director at Webedia Brasil, Rafael Matias, this “allows for a more effective, organic campaign delivery with opportunities to work on content interest and engagement”.
Alongside DitoCinema, the campaign received a series of special content about the film for social media. In one of the videos, orange kittens, similar to Baby Garfield, appear to encourage adoption.
Amanda Brandão and Garfield come together in a video for DitoCinema (Photo: Disclosure/Webedia Brasil)
With the website TudoGostoso, Garfield’s famous lasagna became the subject of the video where chef Gabriel Frazão prepares the cat’s favorite dish. The behind-the-scenes of the video are available in the stories of Instagram e Facebook from TudoGostoso.
Gabriel Frazão, chef at TudoGostoso, teaches Garfield’s famous lasagna (Photo: Disclosure/Webedia Brasil)
On Patas da Casa’s website and social media, the public can find interesting facts about Garfield’s species and a CTA or “Call to Action” with organic communication for the launch. Check it out below:
Invading the SP Metro
Garfield livens up Sunday for São Paulo subway passengers (Photo: Disclosure/Metrô and Sony Pictures)
The trips of São Paulo residents became more fun last Sunday (5), as Garfield arrived with everything to liven up the Corinthians-Itaquera metro station (Line 3-Red) one day before the much-feared Monday. On the subway, passengers were able to interact and take photos with the laziest cat in the world.
The action was carried out through a partnership between São Paulo Metro and the animation producer responsible for the film, Sony Pictures, to bring the film’s theme, “Out of Home”, to real life.
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