Brands Push ‘Shrek the Third’ to Opening Weekend Success
Marketers are helping boost the box office with ties to DreamWorks Animation’s “Shrek the Third,” which smashed the opening weekend records with $122 million in ticket sales.
The animated film, which opened May 18, became the third-largest opening of all time. It follows Sony Pictures Entertainment’s blockbuster “Spider-Man 3,” which opened with $151.1 million, and Buena Vista Pictures’ “Pirates of the Caribbean: Dead Man’s Chest” at $135.6 million.
“We were fortunate to have some fantastic partners,” said Susan Spencer, head of promotions for DreamWorks Animation. “We provided some fantastic creative for our partners to drive their business. It was a win-win.”
McDonald’s is helping fuel the film’s visibility on a global scale with one of its largest movie-themed promotions. In the U.S., the company is pushing healthier menu items with its Go for Green messaging, including Premium Salads, Premium Chicken Sandwiches and a Chicken McNuggets Happy Meal with Apple Dippers and milk, both themed with imagery from the film.
Each Happy Meal features one of 10 talking “Shrek” toy premiums. The promotion runs through June 7 or until supplies last.
With the partnership, DreamWorks Animation wanted to offer consumers “a choice” from McDonald’s menu, with an emphasis on good-for-you items, Spencer said.
“We’re committed to the program,” she said. “It’s a good, solid message.”
And in turn, McDonald’s is leveraging the wide appeal of the beloved Shrek character.
“Shrek is loved by all,” said Molly Starmann, director, U.S. marketing, McDonald’s. “It is a great property.”
The healthy-focused promotion helps consumer make better food choices for kids and adults. “It’s just another way of encouraging families to make information choices with out menu,” Starmann said.
In addition, McDonald’s is offering “Shrek” collector’s glasses, available for $1.99 with any food purchase, and limited edition “Shrek” Arch Cards. The gift cards can be loaded with up to $50.
“We wanted to offer an emotional souvenir, not only of the movie, but of McDonald’s,” Starmann said. “The collector’s glasses and Arch card do that. They are a great value to our customers. They really allow people to bring that event back home with them.”
Online, kids can interact with the Shrek characters through games and offline with activities and challenges. A kids’ digital community is available at HappyMeal.com or McDonalds.com, which features the “Shrek Treketh to Adventure.” As kids complete each activity, they earn points they can redeem for digital downloads, including screensavers and Instant Message buddy icons.
Outside the U.S., McDonald’s features its “Shrek” campaign in more than 100 countries.
It’s McDonald’s first partnership with DreamWorks Animation. The effort is part of a two-year deal with the studio, which began this year.
Last year, the Walt Disney Co. and McDonald’s ended their 10-year exclusive promotional relationship promoting Disney films. Speculation arose that Disney wanted to reduce its ties to the fast food industry, but at the time, McDonald’s said the decision to go separate ways was mutual.
Other film tie-ins will follow with Sony Pictures Entertainment’s “Surf’s Up” in June and DreamWorks Animation’s “Bee Movie.” In-store merchandising, handled by Arc Worldwide, and TV spots, created by DDB support the campaign.
Kellogg Co. is featuring “Shrek”-themed packaging on its cereal brands and on Keebler, Cheez-It and Eggo items. Both Kellogg’s and Keebler products push mail-in offers for a variety of items, including a licensed straw, knight light, “Shrek” bowl and soccer ball.
Kelloggs has also created movie-specific items, including its very own “Shrek” cereal and green-colored Rice Krispy Treats. Likewise, Mars Inc. introduced for a second time its Ogre-sized M&Ms. The company sends people to US.MMs.com/US/Shrek3/ to play the online “Fairy Tale Ransom” game. Other tie-ins include Skittles with “Shrek” flavors and Snickers, which offer in-pack “Shrek” tattoos.
In addition, General Mills’ Yoplait Go-Gurt features characters on two-sided packages of its product. SmartSource FSIs support the tie-in.
The goal? “It’s about awareness and driving unique creative to each target audience,” Spencer said. “We need a broad audience in order to get to these kids. You have to appeal to everybody.”
The breadth of tie-ins has drawn some criticism. The Campaign for Commercial-Free Childhood argued that Shrek, the main character in the film, is linked to too many promotional partners selling unhealthy foods to kids.
The child advocacy group launched a letter-writing campaign last month urging consumers to tell U.S. Department of Health and Human Services Secretary Mike Leavitt to “fire Shrek” and stop running ads using the overweight character to promote health (PROMO Xtra, April 27, 2007).
So far, the group had received 1,200 letters. For now, the ad is off the air. The HHS stopped running TV spot on May 4 because the department is not the business of promoting movies, spokesman Bill Hall said. It will resume in mid June and run through December.
Despite the controversy, marketers are standing by their promotions. And not all are deemed unhealthy. Returning partner Frito-Lay, for instance, is backing the film with its Baked Cheetos snack item. To tie in with the film, the product turns tongues “Shrek” green. In addition, PepsiCo features characters on packages of Sierra Mist. TV spots support the campaign and are offered on SierraMist.com.
“Frito-Lay understands the importance of being a responsible marketer and this has led the company to make significant efforts to be part of the solution,” said Jared Dougherty, Frito-Lay spokesman. “As part of our partnership with “Shrek the Third,” the supporting advertising was created to emphasize two important elements in the energy balance equation by encouraging physical activity among older children and featuring Baked Cheetos, a Smart Spot product that can contribute to a healthier lifestyle.”
“Shrek: promotions are just for kids. Beyond packaged goods, Hewlett-Packard is one marketer targeting adults with a series of online photo contests tied to the film.
Under the promotion, HP is offering contests with weekly themes, including “Far, Far Away,” “Go Green” and “My Little Ogre.” Consumers submit the photos they think best fits the theme to HP.com/Shrek. Visitors can vote for their favorite. Each week, the top three vote-getters will be entered into a grand prize drawing for a chance to win an HP Digital Home Entertainment package and a trip for four to attend an upcoming DreamWorks Animation movie.
Lesser prizes include HP photo printers and digital cameras and “Shrek” products. The contest runs through June 27.
HP also lets fans personalize their own photo products with movie imagery via Snapfish, the company’s online photo service at Snapfish.com/StoreShrek. In addition, the HP Activity Center at HP.com/Go/ShrekProjects offers ‘Shrek” themed photo projects, including fabric book bags, irons, party kits and stationery kits.
In addition, a “Shrek”-inspired channel on YouTube shows Princess Fiona in a HP TV spot and other clips and humorous viral videos tied to film. The spoof site on YeTube gives fans a new way to engage with the franchise, Spencer said.
Online banner ads and TV spots support the partnership.
For its part, Energizer has added a microsite themed with all thing “Shrek.”
Visitors to Energizer.com/Shrek can play an online game, “Where’s Artie?” In the game, players roll over characters to uncover clues to find Fiona’s cousin, Artie. In addition, consumers can enter for a chance to win a 12-day cruise for four in the British Isles and $1,000 in spending money. The Far, Far Away Sweepstakes runs through Aug. 1.
The microsite also offers downloads of “Shrek”-themed coloring books, buddy icons and wallpapers. Select packages of Energizer batteries also carry Shrek viewfinder premium.
