In February, Diners Club International® collaborated with 20th Century Fox and DreamWorks on the worldwide theatrical release of Mr. Peabody and Sherman. The collaboration was another milestone for the Diners Club brand since its first cinematic partnership with Life of Pi in 2012, perfectly aligning to our core values of global access and superior service.
Twelve franchises participated globally, supporting local-level marketing communications designed to promote the animated film. In exchange, 20th Century Fox provided a private screening of the film in each participating market, allowing thousands of Diners Club guests to enjoy an exclusive experience.
Each participating franchise took full advantage of integrating customized creative assets into their current media plans, providing a combined media value add of almost $2 million USD. Here are a few examples of how the franchises activated the campaign:
As part of the collaboration with 20th Century Fox and DreamWorks, Diners Club International was invited to work with the DreamWorks team to create a co-branded 30-second animated commercial to be showcased in theatres, online and TV.
The video was created to inspire the adventurous spirit, those with a drive to experience the different cultures of the world. The overall mood of the spot allows viewers to not only envision themselves immersed in experiencing and enjoying the hidden gems that each destination and chance encounter have to offer, but to also provide an understanding that these opportunities are at their fingertips. Travel the world, find your hidden gem. Whether you are trying a new recipe for a large dinner party or adding a new stamp in your passport, the Diners Club card can help you on your way to the next big adventure.