Detroit-based Quicken Loans on Wednesday announced a partnership with Paramount Pictures in advance of the theatrical release of “STAR TREK BEYOND,” set to open in U.S. theaters July 22.
“STAR TREK BEYOND,” is the next installment in the Star Trek franchise, created by Gene Roddenberry and reintroduced by J.J. Abrams in 2009. This new movie will be directed by Justin Lin (from “The Fast and the Furious” franchise).
In “Beyond,” the Enterprise crew explores the furthest reaches of uncharted space, where they encounter a mysterious new enemy who puts them and everything the Federation stands for to the test. Or at least that’s what the PR people say.
Rocket Mortgage by Quicken Loans has two new television spots, and a digital media sweepstakes offering fans the opportunity to win Star Trek-themed prizes – including tickets to the world premiere of “STAR TREK BEYOND” in San Diego.
“The decision to partner with Paramount Pictures was a logical one. Rocket Mortgage’s technology is light years ahead of its time – making it a perfect fit with the high-tech Star Trek universe,” said Jay Farner, President and Chief Marketing Officer for Quicken Loans in a statement. “The mortgage process can be intimidating, even for the impassive Vulcan species, and the simplicity and transparency of Rocket Mortgage empowers clients to navigate the process experience with confidence.”
The set of commercials, created by the Pitch agency of Los Angeles, California, introduce a Vulcan couple (and their family pet) on their journey to purchase “a more accommodating dwelling.”
“This Rocket Mortgage campaign is clever, creative and sure to amuse and excite Star Trek fans just ahead of the release of the new film,” says LeeAnne Stables, President of Worldwide Marketing Partnerships for Paramount Pictures. “And, of course, we anticipate that Vulcans everywhere will love seeing their portrayal in these spots.”
There also will be a “Live like a Vulcan” sweepstakes for a chance to win movie tickets to see “STAR TREK BEYOND” in theaters, receive Star Trek-themed items featured in the commercials, a year’s worth of mortgage payments, and more. One grand prize winner will receive a trip for two to attend the film’s world premiere of in San Diego.
These kinds of partnerships are becoming more common with movies, where there’s an ad for a product as well as a pitch for the opening of the film. Recently, for the movie Batman vs. Superman, Turkish airlines partnered with the movie producers to co-promote the brands.