DreamWorks Rolls Out Marketing Plan for Megamind

DreamWorks Animation SKG, Inc. has announced its megaslate of marketing, licensing and promotional partners in support of the studio’s upcoming feature film release, Megamind, which comes to theaters on November 5.

As part of the marketing and promotional efforts on behalf of the film, Chase Freedom has rolled out its first-ever movie-themed execution inspired by the signature blue of its corporate insignia that integrates the creative elements from Megamind.

“From toys, books and video games to apparel and confection plus consumer technology, DreamWorks Animation’s Megamind in all of his superhero glory will be hard to miss wherever you are this fall,” commented Anne Globe, head of Worldwide Marketing for DreamWorks Animation.

“Our strong roster of promotional and licensee partners complements our theatrical campaign across the country (U.S.) in support of Megamind.”

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Among the promotional partners and licensees featured in DreamWorks Animation’s Megamind campaign are:


Leading confectioner Airheads offers Megamind-themed six-packs of their signature chewy candy in support of the movie in addition to new chewy fruit flavors inspired by the film include “Mega Cherry” and “Minion-ade”. Airheads is supporting the film with a dedicated television commercial and online games.


Chase Freedom (www.chase.com/freedom), Megamind’s exclusive financial services sponsor, provided free tickets to screenings of the movie in 30 cities across the country to nearly 7,500 card members. 

In addition, a number of lucky Chase Freedom card members and their families who won auctions through Ultimate Rewards, from Chase, their proprietary rewards program, will head to Hollywood for the official “blue carpet” premiere event of Megamind and one lucky customer and his or her friends and family will receive a private screening of Megamind at his or her local IMAX theatre!

Chase worked with DreamWorks Animation to create two custom animated television spots featuring characters from Megamind for its Chase “Freedom” and “Ultimate Rewards” campaigns. 

To view the spots, you can visit the Chase Freedom Facebook Fan page at www.facebook.com/video/video.php?v=769801130254.


In conjunction with the release of Megamind, McDonald’s is launching a global Happy Meal program in nearly all of its 117 markets worldwide that features custom-created animated television commercials along with restaurant and digital activities.

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The Megamind publishing program covers a broad spectrum of unique and exciting titles for various age levels and interests, including traditional storybooks from Penguin Books, color/activity books from Dalmatian Press, comic books & graphic novels from Ape Entertainment and a new digital book application from iStoryTime.


During the entire month of November, Starwood Hotels & Resorts is promoting their Family Getaway packages featuring Megamind at North America Starwood Resorts.


DreamWorks Animation’s technology partners HP and Intel Corporation are offering a broad range of consumer impressions on behalf of Megamind that started during the summer. At the annual Comic-Con Convention in San Diego, Intel featured Megamind in its booth, in addition to offering games, prizes and a sweepstakes for a Mega Movie premiere, which was supported through social media and online promotion.

HP created Megamind printables, which are available online, and also placed Megamind products at retail printing kiosks at a number of key retailers.


THQ has created video game adaptations of Megamind, with a slate of titles that extend the story from the feature film and offers unique platform-specific game-play experiences.

The adaptations created by THQ include games for Xbox 360, PlayStation 3, PSP (PlayStation Portable), the Wii system, Nintendo DS as well as a Megamind Mobile Game application available on the iPhone, iPod touch and major carriers worldwide.


Master toy licensee Toy Quest has created a full line of Megamind toys from figures to vehicles, available exclusively at Toys “R” Us.  The line includes 6″, fully articulated action figures, two-pack assortments of collectible mini figures, a collector pack gift set, a Walking Robot and rounded out with a Deluxe Minion figure with lights and sounds. 

All these toys are for kids to reenact the movie or create their own Megamind stories!

DreamWorks Animation creates entertainment content, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world.  

All of DreamWorks Animation’s feature films are now being produced in 3D. The company has theatrically released a total of 20 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon.

Its next feature film is Megamind, scheduled to be released in 3D on November 5, 2010.

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Rakesh Raman