Brands Go Wild with Over the Hedge Promos
Brand marketers are out in force to back DreamWorks Animation’s latest film Over the Hedge, dangling a host of promotions, mail-in offers and sweepstakes prizes.
Popcorn maker Act II has rolled out movie-themed packages of its microwave popcorn. Likewise, Crunch ‘n Munch has added licensed images to its packaging. Consumers can also send in for Over the Hedge-themed merchandise via mail-in offers from both Act II and Crunch ‘n Munch. General Mills has branded its Trix yogurt six-cup packs with Over the Hedge-themed packaging, which includes on-pack activity games that feature some of the film’s characters. TV spots and in-store signage support.
From retail to restaurants, tie-ins to the film are driving foot traffic. To get customers scurrying to its locales, Wal-Mart lends in-store support and TV spots featuring characters from the movie. And QSR Wendy’s will support the film this month with Over the Hedge premiums (five in all) in its Kids’ Meals and games on Kids’ Meals bags. Online materials and P-O-P support.
“The characters of Over the Hedge are both irreverent and endearing, and they truly are the heart of the movie,” said Anne Globe, head of worldwide promotions and consumer products for DreamWorks Animation. “We wanted to assemble a combination of promotional partners whose brand message would fit with these characters.”
AMD, a computer chip manufacturer, has launched a global promotion that leverages its ties to the film (the company’s technology was used to create the animation). An interactive Web site at Overthehedge.com offers interactive games, Over the Hedge character information and movie theater locations.
Another tech partner, HP is launching a custom-animated TV spot. P-O-P that supports the film will drive consumers in-store to receive a printable activity disc.
Over the Hedge, due out May 19, tells the tale of a mischievous raccoon, a sensitive turtle and their friends who discover a suburban housing development is encroaching on their home. Together, the team discovers new friendships while learning of the new world called “suburbia.”
