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Kohl’s, Sara Lee Team Up for Flushed Away AOL Game

By Oct 02, 2006

Kohl’s and packaged goods company Sara Lee are teaming up to launch an online game around the upcoming animated film Flushed Away on AOL.

The Flushed Away Underground Adventure game launches Oct. 5 on AOL.com. In the game, players must solve puzzles and other games using characters from the film. The game’s sponsors, Kohl’s, Sara Lee and AMD, a microprocessor solutions provider, will be integrated throughout the game.

The game, produced by Mark Burnett Productions is based on the DreamWorks Animation film, Flushed Away, due out Nov. 3. The movie tells the tale of a rat that gets flushed down the toilet from his penthouse apartment and ends up in the London sewers, where he is forced to learn a different way of life.

As part of the promotion, AOL is launching an instant-win game that ties consumers’ game-play experiences with chances to win prizes. Players who play 24 games in 24 days when the game begins Oct. 5 can win digital download prizes (think screensavers, downloads, ringtones, film clips and printable coupons) and be entered into a drawing for a chance to win larger prizes.

The grand-prize includes a five-day trip to Honolulu, HI valued at $6,000. Other prizes include a Kohl’s home makeover, a Sara Lee cooking party, a Hewlett-Packard notebook computer and an Nintendo DS Game System, among others. Three separate sweepstakes drawings will take place on Nov. 6, 13 and 20. Consumers can find details at Movies.aol.com/flushed-away-game.

The partnership marks the second time AOL and TV producer Mark Burnett have teamed up. Earlier this month, AOL and Burnett launched Gold Rush, an interactive scavenger hunt that lets contestants compete for more than $2 million in gold (PROMO Xtra, May 23, 2006).

Online materials support. Mark Burnett Productions, Los Angeles, sponsors the sweepstakes. Ventura Associates, New York City, handles the sweeps.

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