FMBX News

FIVE33 takes over Hot Topic stores with Pirates

Innovative marketing and communications agency FIVE33 (foundedas  a UK agency) is making waves from its US office with a bold, nationwide, multi-layered retail campaign heralding the return of the multi-billion dollar Pirates of the Caribbean franchise. The strategic cross-promotion with popular culture retailer Hot Topic features an epic-scale takeover of their flagship locations on both coasts and incorporates all 657 Hot Topic stores in between.

The centerpiece of the campaign is a richly detailed installation of the iconic pirate vessel from the upcoming Pirates of the Caribbean: On Stranger Tides, which appears to be “crashing” through the second-story Hot Topic store at the world-famous Hollywood & Highland Center in Los Angeles. The East Coast location features a one-of-a-kind, giant ship-in-a-bottle, swaying on stormy seas, placed at the center of the popular Garden State Plaza, in Paramus, NJ.

Both locations feature exclusive in-store experiences that allow fans to take the helm (and photos of themselves) alongside a life-size Jack Sparrow. Also on display are original costumes and props from the film, including Penelope Cruz’s sexy pirate attire (at Garden State Plaza) and Johnny Depp’s swashbuckling threads (Hollywood & Highland).

The installations were designed with two goals in mind, according to FIVE33 founder and CEO Emily Castel: to create pre-release excitement for the fourth installment of Disney’s blockbuster franchise, particularly among teens and young adults; and to create a destination point for millions of fans to live the Pirates of the Caribbean: On Stranger Tides experience.

“We’re fortunate to be working with two incredibly powerful brands in Pirates of the Caribbean and Hot Topic,” said Castel.  “The main challenge was figuring out how to best translate the film messaging into a retail environment in an effective and entertaining way. Given the pioneering spirit of pirates to go where no one has ever gone before, we had a lot of creative leeway.”

John Kirkpatrick, Hot Topic chief marketing officer, said: “We’ve found in FIVE33 a strategic partner with an innate understanding of movie messaging and retail platforms as well as the pop culture currency on which our consumers thrive. They have created bold and exciting environments that draw users into each of these flagship Hot Topic locations, along with a variety of skillfully imagined and perfectly executed multiplatform campaign elements that further engage our customers in the ‘Pirates’ cross-promotion.”

Added Rachel Kraus, national director of partnership marketing for Westfield Mall, “FIVE33 created a dynamic and exceptional experiential display at Westfield Garden State Plaza. The “Ship in a Bottle” captivates our shoppers and captures their attention.”

Key elements of FIVE33’s integrated retail campaign include:

• The creation of bi-coastal large scale installations that allow customers to literally step into the magic of the film and be fully immersed in the experience of Pirates of the Caribbean: On Stranger Tides
• Serving as a thought-partner and working hand-in-hand with both Disney Studio’s and Hot Topic’s marketing divisions to define the target audience, creatively execute the marketing vision, and maximize retail opportunities that goes to the heart of movie-going fans
• Appearance by the movie’s young stars Astrid Berges-Frisbey and Sam Claflin at Hot Topic’s Hollywood & Highland store on April 30^th (“National Pirates Day”)
• Store frontage takeovers
• Branded gift cards
• Fan Day cinema tie-ins with pre-screening of Pirates of the Caribbean: On Stranger Tides in two flagship locations
• Online activation through the Hot Topic website
• Social media content sharing via Twitter and Facebook

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