Home  › Social › Social Media
dreamworks

DreamWorks Teams With Zynga to Push 'Madagascar 3'

  |  May 30, 2012   |  Comments

Gamers are targeted with video trailers and UGC features.

dreamworksZynga has partnered for the third time with DreamWorks Animation, integrating the studio' s campaign for the upcoming movie "Madagascar 3: Europe's Most Wanted" into the social gaming firm's popular Draw Something title. Running through May 31, the campaign on Zynga incorporates video trailers, banner ads, and user-generated content. The UGC feature will entail drawings inspired by prompts related to the movie that players can share socially.

"DreamWorks will choose certain terms or words that express their movie," Zynga CMO Jeff Karp told ClickZ on Friday. He then explained that players will draw something based on those words (main characters from the movie are an obvious prompt). In addition to sharing the results with their fellow players, players can send them out via Twitter with the hashtag #madwigout. For DreamWorks, he said, those features offer "the ability to leverage what [the studio calls] 'extensive engagement'... let the players express themselves through the content and share across social media."

At this point, Karp said, the studio has some idea of what works in Zynga's games. With this campaign, he said, players will see both trailers and interstitial videos related to the movie. But DreamWorks' marketing team, Karp said, was particularly interested in how Draw Something could help spread the word about the movie through UGC.

"We looked at a multitude of games," he said. Karp said DreamWorks CMO Anne Globe especially liked Draw Something, noting both the kind of interactivity players have with the game and its huge popularity right now. "Her friends and her daughter were playing it," he said. Globe, in a prepared statement, called Draw Something "the largest place where we can have this kind of interaction."

Karp added that Draw Something offers marketers "a big age range and potential."

Zynga's past brand integrations for DreamWorks have included the movie "Megamind" into FarmVille during 2010, and "Kung Fu Panda 2" into CityVille last year. Karp said Dreamworks' first in-game campaign engaged 15 million players, and it's second attempt for "Kung Fu Panda" reached 45 million players.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Brian LaRue is a freelance reporter covering digital marketing and technology for ClickZ.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • HEAD OF SALES
      HEAD OF SALES (OZONE MEDIA) - Santa Clarawww.ozonemedia.com HEAD OF SALES POSITION Reporting to the founder & CEO, Kiran Gopinath, the Head...
    • DIRECTOR OF MARKETING
      DIRECTOR OF MARKETING (OZONE MEDIA) - Santa Clarawww.ozonemedia.com   DIRECTOR OF MARKETING POSITION   Reporting to the Founder and CEO...
    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...