DreamWorks Consumer Products has lined up partners in support of its computer-animated feature film Shark Tale, including Burger King, General Mills, Hewlett-Packard, Coca-Cola, Krispy Kreme and Great Clips.
The partnerships are part of a strategy to develop fun and innovative programs that speak to diverse consumer segments. The following promotional programs begin in August 2004:
Burger King will feature 10 different Shark Tale premiums in its Kids Meals over a five-week period in restaurants nationwide. Support consists of TV spots, in-store merchandising, an Internet component and direct mail. The Shark Tale program continues the five-picture alliance announced by DreamWorks and Burger King in 2001.
Coca-Cola will showcase the movie 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. Coke will tie its teen-focused “Real” campaign to the strong hip-hop music component of the film. The campaign will include a soundtrack tie-in and will be promoted through a national television campaign and in-store displays in over 40,000 retail locations. Minute Maid and Hi-C will focus on mothers of younger children and Coca-Cola will support the promotion with a national sweeps, radio spots, in-theater fountain cups and an Internet component.
General Mills will feature Shark Tale on over 40-million packages of popular brands including Pillsbury, Totino’s, Pop Secret and Betty Crocker as well as a Shark Tale limited edition cereal and fruit snacks. Activities and premiums will be featured in specially marked boxes. The promotion will be supported by a TV campaign, in-store, FSIs and public relations.
Great Clips hair salons will participate in their first-ever movie promotion with a national sweeps. Hewlett-Packard’s promotion will be supported with media and a major on-line presence including games, printables and activities. Krispy Kreme Doughnuts will produce Shark Tale-themed doughnuts supported by an in-store campaign.
Shark Tale is the story of Oscar, a fast-talking little fish, who dreams big. The film debuts nationwide in October.
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