Enterprise Rent-A-Car has partnered with Paramount Pictures on the release of the new movie, “Transformers: The Last Knight.”
Through the partnership, Enterprise is producing custom movie-themed digital content and promotion in branches throughout the country.
“While many may know Enterprise as simply a car rental company, we’ve done some evolving over the years to offer customers much more,” said Lee Broughton, vice president, Enterprise Brand Marketing. “Whether you’re looking to rent, buy, or share a vehicle, Enterprise has you covered. That brand promise, coupled with our new content strategy — focused on helping our customers pursue their passions — led us to teaming up with ‘Transformers: The Last Knight.’”
As part of the campaign, Enterprise has created a video throwback to Hasbro’s Transformers toy TV commercials from the 1980s. The video shows two kids using their Autobot action figures to fend off the evil Decepticons, with some added assistance from Enterprise’s rent, buy, and share offerings. In one scene, as an Enterprise rental car helps take down the Decepticons, one of the children can be heard asking, “How ya like that customer service, Megatron?”
In addition to the video, Enterprise customers will also notice movie-themed signage inside Enterprise branches through June, according to the company.
“Enterprise has found a clever and creative way to remind Transformers fans of the toy heritage of the movie franchise while introducing their expanded brand offerings,” said LeeAnne Stables, president worldwide marketing partnerships and licensing for Paramount Pictures. “This is a great way for us to reach summer travelers and ramp up excitement for the new film.”
The revenue increase was driven primarily by a higher net revenue margin associated with two new subscription tiers launched in the second quarter.