DreamWorks Bites Big Promo Deals For Shark Tale
Created 05/04/2004 - 23:00
files/pictures/picture-35.jpgDreamWorks Consumer Products has lined up a host of partners to support the computer animated feature film SHARK TALE, which arrives in theatres October 1, 2004. The film has attracted a diverse mix of promotional support including returning partners Burger King Corp., General Mills and Hewlett-Packard, as well as new partnerships with Coca-Cola, Krispy Kreme and Great Clips.
"We have always prided ourselves on developing fresh and innovative programs with the right mix of creative partners, who are committed to translating the feel of a film beyond the theatre," said Anne Globe, head of DreamWorks Consumer Products Marketing and Promotions. "All of our partners are contributing unique components that will help bring SHARK TALE to life and reach audiences in every age group."
Burger King will serve up a Kids Meal program, featuring 10 different collectible premiums over a five-week period. The program will be supported by a national television campaign, in-store merchandising, an Internet component, Kids' Club birthday direct mailers, as well as a dedicated Kids' Club Adventures Newsletter tied to the promotion. The SHARK TALE program continues the five-picture alliance announced by DreamWorks and Burger King in 2001, and marks the ninth partnership over a 10-year time period.
Coca-Cola program will be featured on more than 100 million packages of Coca-Cola Classic, Caffeine Free Coca-Cola Classic, Cherry Coke and Vanilla Coke, along with Minute Maid and Hi-C in the U.S. Coke also will tie its teen-focused "Real" campaign to the hip-hop music of the film. The campaign will include a soundtrack tie-in, linked to Mary J. Blige's remake of the song "Got to be Real," which is featured in the movie. The program will be promoted through a national television campaign and in-store displays. Minute Maid and Hi-C will focus on mothers of younger children with "Fin & Games," and Coca-Cola will support the promotion with a national sweepstakes offer, radio spots, in-theatre fountain cups and an Internet component.
Continuing their multi-picture partnership with DreamWorks, General Mills will feature SHARK TALE on more than 40 million packages of Pillsbury, Totino's, Pop Secret and Betty Crocker products as well as a limited edition cereal and SHARK TALE-themed fruit snacks. In addition to the SHARK TALE cereal, the Big G Cereal division will provide fun activities and premiums in specially marked boxes. The promotion will be supported by a television campaign, in-store support, FSIs and public relations.
Great Clips, hair care stores, will dive in with their first-ever movie promotion, featuring a national sweepstakes offer to be supported by television, radio, print and in-salon effort. Utilizing their presence in NASCAR, Great Clips will also incorporate SHARK TALE into their car design and spawn a die-cast miniature version of car.
Hewlett-Packard's SHARK TALE promotion will be supported with media and a major online presence, including games, printables and activities. HP will also leverage the association with their extensive base of HP consumers and employees.
Executing their firs extensive film promotion, Krispy Kreme will produce SHARK TALE-themed doughnuts, supported by an in-store campaign. The brand will also be a heavy supporter of the in-theatre activities and local PR events.
DreamWorks SKG was formed in October, 1994, by its three principal partners -- Steven Spielberg, Jeffrey Katzenberg and David Geffen -- to produce live-action motion pictures; animated feature films; network and cable television programming; home video entertainment; records; books; toys; and consumer products. For more information, visit ww.dreamworks.com.