Warner Bros Consumer Products has inked a deal with The Continuity Company Dusseldorf, which will see The Looney Tunes used in a seven-week customer loyalty promotion with German retail chain Penny.
Running across 2,400 Penny stores, customers will pick up two free Looney Tunes collectable cards for every 15 Euros they spend in store. There are 36 trading cards to collect, including 12 special cards, six diet cards (which can be used as bonus cards) and six glitter cards.
A Totally Crazy Sports Arena collector's album will also be available to buy exclusively from Penny stores.
"We are very excited about this campaign and the opportunity to work with Penny on such a comprehensive project," said Bruno Schwobthaler, SVP sales and business development, WBCP EMEA. "Endorsing a more active lifestyle for kids has been a key initiative for the Looney Tunes brand over the last few years, and we hope that this promotion will replicate the successful Looney Tunes Active sports parties and school activities we have organised in Germany in the past."
The nationwide retail campaign will run until April 21st. Branded banners, flyers, posters, ceiling hangers and POS material will raise awareness in-store.
Martin Wiedersich, head of marketing at Penny Germany, added: "The Looney Tunes collecting card campaign will combine fun with learning about how to become more active. Additionally, it will reward consumers for their loyalty, provide value for money and encourage families to return to the store to complete their collection."