Think Green. That’s the message from Anne Globe, head of DreamWorks consumer products marketing, as she finalizes tie-ins for the May 18 theatrical release of Shrek, a ‘fractured fairy tale’ based on the William Steig children’s book.
Topping the list of promo partners for the film about a green ogre who’s trying to find his place in the world is Burger King, which will be doing a Kids Meal program with collectible premiums.
Next up is an imaginative and on-target alliance with Heinz, which will tie in its new Easy Squirt brand, featuring (surprise!) green ketchup. As Globe says: ‘You get the synergy there, if you’ve seen our guy Shrek.’
Globe stresses the importance that DreamWorks places ‘on being in places with promotional partners where we wouldn’t normally have access to our customers.’ Thus, Baskin-Robbins and Chevron are ideal for a movie coming out just before Memorial Weekend, she says. Not only does ice cream consumption go up in the summer, but the Chevron deal takes advantage of the fact that the film debuts during ‘one of the most heavily-traveled weekends of the year.’ Each of the two partners will be making consumer offers related to Shrek, tied in to both the licensed merchandise and ‘exclusive things that they’ll be doing unique to their individual venues.’
Another partner is American Licorice, which has ‘a very cool product called Sour Punch.’ The product and film will be featured in a consumer sweepstakes offer both at mass merchandise and theater locations.
All sweeps begin late April and run through June, with some promos having cutoff dates beyond that. Most promotions will be supported by heavy national TV, radio and print campaigns, with Internet components, in-store POS and national FSIs.
As for advertising, DreamWorks ‘plans to have the property visible in over 20,000 retail locations, and will be delivering over US$20 million in incremental media.’ Globe adds that Shrek will be ‘the largest promotional campaign to date for the studio.’
Worldwide promotional plans are currently in development, but Globe says ‘typically we follow the domestic plan on what we are going to do internationally.’
Green. The color of spring. The color of ogres. And, hopes DreamWorks, the color of the box office.