Like most fairy tales, “Shrek” ended happily ever after – for the film’s animated characters and for DreamWorks, which pulled in $261 million (to date) at the box office and led a massively successful tie-in marketing campaign.
Last week, Glendale, CA-based DreamWorks announced a Nov. 2 video-release date for the film and a host of new and returning promotional partners. Video packaging will feature an “everybody wins” instant-win game offering millions of prizes including new Xbox videogame consoles (from Microsoft Corp.) and a “Shrek” videogame (from TDK); Kia Sedona mini-vans equipped with TV sets, DVD players, and audio systems; Nintendo Game Boy Advances (also with a “Shrek” game); and free Baskin-Robbins ice cream. The peel-off instant-win stickers will also run on other re-released DreamWorks’ animated videos.
The biggest video campaign in DreamWorks history kicks off next month and will boast such P-O-P as banners, standees, and loop tapes; in-school programs; Halloween events; TV advertising on major networks; digital and projected-image billboards; and an Internet sweepstakes.
In addition to TV and online advertising, Knoxville, TN-based Philips Consumer Electronics will offer coupons for special offers with the purchase of select TVs and DVD players; Baskin-Robbins, Glendale, CA, will run TV advertising for the instant-win game, feature P-O-P in more than 2,400 locations, sell themed ice cream flavors, and place a $2 coupon inside the video.
P-O-P displays will also be featured in Irvine, CA-based Kia Cars’ 650 dealerships nationwide; Pennsauken, NJ-based J&J Snack Foods’ ICEE brand will premiere a “Shrek” sour green flavor and themed packaging; and American Licorice’s Sour Punch Candy will support with print advertising and images on 12 million packages at retail locations and theater concession stands nationwide.
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