A new animated movie about a tap-dancing penguin is venturing beyond the Antarctic into uncharted territory — a promotional tie-in to pharmaceuticals.
Characters from "Happy Feet" appear in an extensive advertising campaign, including network and cable commercials, full-page magazine ads and online banner ads, for Roche , promoting its web site: www.flufacts.com.
The site dispenses practical advice — like how to recognize flu symptoms and how to track the spread of the disease — and notes that doctors can prescribe an antiviral medication for prevention and treatment.
In a list of such medications, Roche's own Tamiflu is at the top.
"As far as I know, this is the first time a pharmaceutical company has partnered with the entertainment industry," said Rob Donnell, the president and founder of Brand Arc, the company that helped bring together Roche and Warner Brothers, the film's distributor.
Hat tip: http://adverlicio.us/pharma
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