'Panda' Plays in CityVille Social Game

By Robert Marich
   May 20, 2011- DreamWorks Animation placed Kung Fu Panda 2 in an integration with the CityVille social game that is popular on Facebook, as the animation film company becomes more entwined with social games.  Paramount Pictures premieres animated film Kung Fu Panda 2 on next Thursday for DreamWorks Animation.
   “Last month, (CityVille’s parent) Zynga added Jeffrey Katzenberg, the CEO and co-founder of DreamWorks Animation, to its board of directors, hinting at its aspirations to add more Hollywood-like entertainment to its social games,” Tricia Duryee wrote on All Things Digital. The company also did an earlier Zynga promotion deal a few months ago to promote its Megamind movie.
   Says the press release for the movie-game tie-up: “Starting today (and through May 31), CityVille’s more than 88 million monthly players (according to AppData) will be able to place a Kung Fu Panda 2 themed drive-in movie theater in their city. Players who place the theater will also receive collection items, members of Kung Fu Panda’s Furious Five: Tigress, Crane, Mantis, Viper and Monkey. When all five items are collected, an exclusive Po the Panda statue will be unlocked and available to players as a reward for completing the Kung Fu Panda 2 quest.”
   “Nearly a third of all Kung Fu Panda fans on Facebook have also played CityVille, so the integration is a natural fit and something we think our players will love,” Manny Anekal, Global Director of Brand Advertising at Zynga is quoted as saying the PR.
   An Advertising Age story by Irina Slutsky quotes Jason Alex, head of online marketing at DreamWorks Animation, saying 10% of Kung Fu Panda 2’s ad spend is in online. “Other promotions include off-line partners such as McDonald's, Airheads, Best Buy and -- seriously -- a first film/tofu promotion with its own microsite,” says the Ad Age article.
For full text, click links below: this website’s text is searchable via searchbox at left center of home page.