To increase advertising visibility and build buzz around the release of Man of Steel, Warner Bros. teamed up with Walmart before the release of the film and formed a first-ever studio/retailer partnership.

Out of this came a campaign unlike any other, in which Walmart stores nationwide would sell a limited supply of tickets to the exclusive pre-release screening of the film.

Warner Bros. worked with their promotional products partner to design and manufacture the tickets for sale in the Walmart stores. The confidential campaign included the work of seven design artists who created the final product: a color-printed commemorative ticket.

The oversized tickets were imprinted with the film’s cover photo and logo, and cut to mimic VIP or backstage passes. In the end, one million tickets had been sold nationwide to the exclusive event. The commemorative promotional ticket campaign worked as it advertised the film, which did well at the box office.

Need a creative spin on your next campaign? Why not tie it into a new film or some other entertainment industry-related event? Contact your ad specialties partner to guide you on the best promotional products and ideas to make your campaign a success.