The Situation:

•  MGM Home Entertainment in very crowded marketplace
•  Strong competition
•  MGM's assets – its video library, not really its new releases
•  Competition securing strong grocery, mass, convenience marketing exposure and distribution

Opportunity :

•  MGM Home Entertainment leveraged its library assets by compiling a “Halloween Collection” of videos and DVDs comprising more than 66 titles

The Marketing Program:

•  Marketing Alliances
•  Identify and secure marketing alliance partners to gain distribution and marketing exposure
•  Utilize another company's brand strength and equity to establish credibility and purpose for MGM Home Entertainment
•  In-Store Merchandising
•  Utilize strength of marketing partner's existing distribution in alternative channels to introduce and place strong merchandising programs at retail

What We Did:

•  Objective -- Focus on alternative channels of distribution
•  Result – Secured national marketing alliance with Miller Brewing Company
•  Paired “Miller Lite” and “Miller Genuine Draft” brands with MGM Home Entertainment's Halloween Collection of more than 66 video/DVD titles
•  Self-liquidating program featuring POS display at retail
•  MGM Instant Redeemable Coupon placed on-pack most of “Miller Lite” and “Miller Genuine Draft” products nationwide
•  POS displays placed at more than 40,000 retail outlets nationwide