By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Hoffman Estates, Ill. — Sears Holdings heralded its marketing tie-in with the forthcoming movie “Man of Steel” by hosting the largest ever gathering of people dressed as Superman.
The event, held here earlier this week, drew 566 costumed employees, earning Sears a Guinness World Record.
The retailer’s marketing pact with Warner Bros. Pictures includes a free Superman comic book, a sneak peek at film footage and a “Man of Steel” sweepstakes, which are all exclusive to members of Sears’ “Shop Your Way” loyalty program.
Conversely, the film itself weaves a Sears store and the chain’s private-label Kenmore and Craftsman brands into the storyline. In the movie, Superman’s dad works at a Smallville Sears store, vintage Kenmore appliances appear in the Kent kitchen, and Craftsman tools can be seen in the family’s barn, in what the partners described as “a retail theatrical integration.”
“We wanted to ground Superman in a reality that the audience could understand, with iconic American locations, like Sears, to make the film feel as authentic as possible,” said “Man of Steel” director Zack Snyder.
Added Imran Jooma, president of marketing, online and financial services for Sears Holdings: “Sears and Superman are two iconic brands that embody American culture.”
Sears’ tie-in promotions can be found online at ShopYourWay.com/ManOfSteel.
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