Paramount Goes Beyond Expectations for 'Star Trek' Partnerships
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Few franchises have played up the theme of technological innovation than futuristic “Star Trek.” To capitalize on the release of the latest big screen saga “Star Trek Beyond” in theaters July 22, Paramount Pictures has established partnerships with brands such as Hewlett Packard Enterprise that are now running unique, Trekkie-themed works on various platforms.
“We really like to have the opportunity to connect with corporate brands that help us get a little more into the zeitgeist of pop culture and, as we say in the movie business, ‘eventize’ the films,” said LeeAnne Stables, Paramount’s President of Worldwide Marketing Partnerships and Licensing. Ms. Stables said Paramount’s partnerships originated with her team, which reached out to brands that “share DNA” with a movie and they worked together to develop campaign tie-ins.
While some of the partner brands including Hewlett Packard Enterprise, Vizio and Microsoft’s Bing reflect the movie’s techy ethos clearly, others such as Enterprise Rent-A-Car and Quicken Loans might seem like less intuitive choices.
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