DreamWorks is making the most of a limited promotions budget for Road to El Dorado through virtually cashless exchanges with strategic partners for across-the-board exposure.
Head of DreamWorks consumer products marketing Anne Globe says the marketing campaign will latch on to the treasure hunt theme in the flick about a pair of small-time con men searching for the legendary city of gold. The theme is being picked up by General Mills for an ‘El Dorado Search for the Gold Bar’ sweeps, as well as map motif signage appearing on theater standees, in-store at Burger King and in retail promos at Southern California grocery chain Ralph’s Markets.
Burger King has signed on to provide rich support by offering two El Dorado premiums with every Big Kids Meal and Kids Meal purchase, as well as a national kids TV spot.
Hershey’s will push the movie with branded concession stand sweets like Kit Kat, Milk Duds, Reese’s and Whoppers offering a mail-in rebate for a free kid admission with the purchase of an adult ticket.
Ralph’s Markets, joining in for its first-ever movie tie-in, will offer in-store support and a second TV spot, and General Mills is tying in to boost awareness of its new Golden Grahams Treats snack with an on-pack sweeps offering trips to Wyndham resorts such as the El Conquistador Hotel.
The campaigns for the March 31 release kick off late March, and most will run until Easter weekend.