DreamWorks Home Entertainment is kicking off a multi-million marketing campaign to support the upcoming release of its film, Madagascar on DVD and VHS.
Starting next month, DreamWorks will launch a five-month-long promotional campaign supported by a host of packaged good companies. The tie-ins “make sense” for brands and the home entertainment division because the animated feature targets families with children, said Kelly Sooter, the head of domestic entertainment for DreamWorks Home Entertainment.
“A film property can help [give] a package goods company a new fresh face,” Sooter said. “For us, [the tie-in] allow us to extends our marketing reach beyond a traditional media buy, to have a presence in a variety of locations. It helps extend the brand.”
Madagascar tells the tale of four animals living in New York’s Central Park Zoo when they are taken from their home to the exotic island of Madagascar. Once there, the New Yorkers must learn to survive. The Madagascar DVD includes bonus material with more than 100 interactive games and activities. Both DVD and VHS versions hit stores Nov. 15 and will retail for $19.95.
In the lead up to release, packaged goods makers Betty Crocker, Pringles and Pringles Prints, Peter Pan peanut butter, Chef Boyardee and Crunch n’ Munch will theme their packaging with Madagascar images. Some 150,000 cans of Chef Boyardee and 500,000 jars of Peter Pan peanut butter will include Madagascar temporary tattoos. Crunch n’ Munch will include mail-in offers for a Madagascar adventure ball.
Further driving awareness at shelf, Hunts Ketchup bottles will add Madagascar bottleneck hangers to select products. The bottles, which roll out nationwide in October, will include a mail-in offer for a Madagascar plate. Also in October, some 900,000 packages of Hunt’s Snack Pack pudding will offer Madagascar-themed stickers.
“Having a shelf presence is a great reminder to consumers of the property,” Sooter said.
Kid Cuisine enters the mix by theming 5 million packages of its frozen meals with Madagascar characters. Specially marked packages will include a mail-in rebate for $4 off the purchase of the Madagascar DVD with the purchase of five Kid Cuisine meals.
TV ads and Internet materials will support. Kid Cuisine will further extend the promotion online. Starting Oct. 15, kids can vote on their favorite Madagascar character, get free Madagascar downloads and register to win a free Madagascar Animal Trivia DVD game by logging on to Kidcuisine.com.
In October, 3 million packages of Orville Redenbacher microwave gourmet popping corn will offer a $4 rebate off the Madagascar DVD. Consumers who buy Kid Cuisine and Orville Redenbacher products and mail in the rebates jointly can receive an $8 rebate.
In October, Applebee’s will theme 4 million cups and kids menu activity books at participating restaurants in the U.S. and Canada. In addition, select restaurants will further support the promotion with in-restaurant P-O-P materials.
The Applebee’s promotion reaches consumers in an alternative environment that “reconnects people to the characters,” Sooter said.
ConAgra Foods will drop a two-page FSI spread Nov. 6. Print ads, TV and radio spots and Internet materials will support.