Fox partners with AAMCO for Die Hard
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By Susanne Ault -- Video Business, 10/23/2007
OCT. 23 | 20th Century Fox Home Entertainment is hoping to woo men with a Live Free or Die Hard campaign featuring AAMCO Transmission, a first-time promotional partner for the DVD unit.
The promotion, with $2.5 million in media value, offers fans a chance to win a trip to Los Angeles to hang out for the day with the Live Free stunt coordinator.
Running for six weeks starting today, the campaign dubbed "We Got a Guy and His Name is John McClane" features TV and radio spots, as well as in-store signage in 850 locations.
Also, an email blast will be sent to 38,000 registered AAMCO customers about the contest, and Live Free DVDs will include AAMCO-branded inserts.
Fox signed on AAMCO because the company’s long-time slogan, "I Got a Guy," fit well with the hero sensibilities of the lead Live Free character, John McClane. Also, tying the DVD to a car service provider such as AAMCO will hopefully speak right to the heart of the core male audience of the Die Hard franchise.
“Their tagline matches John McClane, who is always that guy that saves the day,” said Joe Ames, executive director of global marketing partnerships at Fox. “Our demographic target is focused on men who grew up with the Die Hard franchise and the younger generations of men as well. And inherently, guys like cars.”
Live Free or Die Hard bows Nov. 20 on DVD and Blu-ray Disc.