AOL is out with an online game and tournament tied to DreamWorks Animation’s upcoming film Shrek The Third.
The Ye Olde Shrek the Third Royal Tournament game, which launches April 26, gives players a series of online challenges involving characters and settings from the movie. Each game, 25 in all, will serve as its own competition. And every time consumers play, they will gain an entry into an associated sweepstakes.
At the end of the six-week promotion, AOL will send one grand-prize winner on a family trip to Hollywood. Partners Mark Burnett and DreamWorks Animation assist AOL in game production.
The game at Shrek.AOL.com builds off the Flushed Away Underground Adventure game AOL rolled out last year.
“Shrek is one of the most popular animated franchises of all time, and we
are thrilled to be teaming up with Mark Burnett and DreamWorks Animation to create an immersive game based on the world of Shrek,” said Mike Kelly, president of AOL media networks, in a statement.
Sara Lee Food & Beverage’s Hillshire Farm is one of the game sponsors. For its part, the brand will use the gaming platform to engage consumers in its portfolio and build excitement around its recent campaign, the company said.
In Shrek The Third, ogre Shrek marries his love, Fiona. But the honeymoon is cut short when his father-in-law, King Harold, suddenly dies. Shrek searches out a replacement in Fiona’s cousin Artie, an underachieving Medieval high school slacker, with the help of his friends, Donkey and Puss In Boots. The movie hits theaters May 18.