3rd 'Madagascar' Rolls Out Promos

   June 5, 2012-DreamWorks Animation has lined up a long list of promotional partners for Madagascar 3: Europe’s Most Wanted, including Citi financial services, Kraft foods, McDonald’s restaurants, L’Oreal personal care products and Zynga casual games. The animated Madagascar sequel opens Friday, is distributed theatrically by Paramount Pictures and is rated PG.
   An Advertising Age story by Jeanine Poggi notes that DreamWorks animation finds that tie-in partners are able to deliver interactivity with moviegoers, though traditional ad spending bought directly for the film is still done in a separte marketing effort.
  “DreamWorks struck a deal with Dole, for example, to put stickers on 100 million bananas in a reference to the aviator monkeys who attack the movie's villain with a banana cannon,” says the Ad Age article. “The stickers also contain QR codes that direct customers to the Madagascar: Join the Circus mobile game.”
   The QR codes facilitate interactive play with a Zynga game. “Our fun-loving ‘Go Bananas’ promotion with Dole pays homage to Madagascar 3: Europ’s Most Wanted’s hilarious aviator monkeys, who launch rapid-fire banana missiles from their makeshift airplane in an effort to save the day,” Susan Spencer, DreamWorks Animation’s Head of National Promotions and Marketing Services, says in a press release.
   DreamWorks Animation also put a lot of effort in the soundtrack album as well with songs by youth-market favorite Katy Perry.D3Publisher rolls out a cartridge game in North America for the movie.
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