Zynga has announced that they are partnering with DreamWorks. They will align their biggest game, CityVille, with Kung Fu Panda 2 and insert a new quest until May 31 giving them an option for a “Panda”-themed drive-in movie theater in their city.
“Zynga and CityVille have a massive reach and their fan base is very attractive to us,” said Jason Alex, head of online marketing at DreamWorks Animation. “Our fans and the movie-going audience cross over to the gaming space, so this integration makes a lot of sense. If we can reach a quarter of those 88 million CityVille players, that’s a great number.”
Other movie collaborations with Zynga include DreamWorks’ Megamind and FarmVille (9 million farmers played it in less than 24 hours) and Paramount Pictures’ Rango in FrontierVille. DreamWorks and Zynga have collaborated to the point that DreamWorks’ co-founder and CEO Jeffrey Katzenberg joined Zynga’s board last month.
Other online promotions for Kung Fu Panda 2 (which account for around 10 percent of the marketing budget) includes an interactive YouTube trailer. Offline promotions will be with McDonald’s, Airheads, and Best Buy.
Source: AdAge.com
