MODESTO, Calif. -- Save Mart Supermarkets here ran a general merchandise promotion tied in with the movie "The Lion King." The four-week summer promotion featured a consumer sweepstakes, sponsored by Nestle USA, a cross-promotion with Kodak and in-store displays of related Lion King merchandise.
display box at stores. The items with a "Lion King" theme that were featured in the promotion "all sold very well," said Sally Sanborn, director of consumer relations. The products were merchandised in a massive display set up at a main merchandising area, up front or at another high traffic location, depending on store size, she added.
Heavy advertising for the movie, including studio-sponsored television commercials in the area, "all helped make Lion King products very well known, and this also helped us." Sanborn said the displays included 18-inch mylar balloons retailed at $2.99; Lion King story books, $5.99; compact disc audio sound tracks, $15.99; cassette sound tracks, $9.99, and sing-along lyric books, $9.99. Customers who purchased a roll of Kodak 200 speed GB-135-24 200 ISO film, featured in the promotion at $3.99, were able to receive a prepaid movie ticket to "The Lion King" through a mail-in offer.
