Dreamworks, Mark Burnett Productions, AOL Get “Flushed Away” with Interactive Adventure
To attract adults to the game independently of their children, the game will inform the player when it is best suited for the older set. “We’ll actually say, ‘If you’re a kid, you may want to get your parent’s help on this one’,” Eilenberg explains. Conversely, other games will suggest when kids may want to take the forefront.
While three advertisers have been brought on to support the game, Mark Burnett Productions was very particular in the brands it selected and the manner in which those brands would be integrated. “When we went out to look for advertisers, we wanted a diverse, limited group of family friendly companies,” Eilenberg recounts, adding that, “We definitely didn’t want this game to feel like an advergame.”
The resulting sponsors are microprocessor solutions provider AMD, Kohl’s department store, and Sara Lee. The production team worked with each advertiser to integrate their brand into three of the twenty-four individual challenges. While some of the challenges focus on particular products, most of them use campaign-oriented integration. Sara Lee’s “Joy of Eating” campaign, for example, resounded well with a playful game called “Disco Le Frog” in which players guide Le Frog, a character from the movie, through a series of dance steps.
Eilenberg continues, “I think we’ve designed [the game] in such a way that it’s first and foremost a celebration of the film, and the advertisers have been really great about working with us to not be gross or overt in any way.”
“Flushed Away” hits theaters on November 3rd, which is when the first grand prize sweepstakes and draw for the game will be held. Following that, there will be two more identical sweepstakes after the next two weekends of release “so that players have a chance to catch up if they joined late [or] go see the movie if they haven’t seen the movie. We’ll extend the possibility for winning prizes all the way up until almost Thanksgiving,” says Eilenberg.
While it is remains to be seen how long the game will live on after the conclusion of the sweepstakes, Eilenberg feels that, “if we find that either the whole game itself or certain of the individual challenges are really, really popular, then we would try to find some way to keep those alive on AOL, for sure.”
Another first for Dreamworks is the manner in which they have split the landing page of the movie’s website FlushedAway.com. As a result, all of the marketing dollars utilized to promote the movie, which ultimately direct visitors to the website, will be driving audiences to the “‘Flushed Away’ Underground Adventure,” as well. AOL and KOL will also be promoting the game throughout their network.
So, if you’re interested in meeting the gang from the film while embarking on an underground adventure, head over to www.aol.com/flushedawaygame and get flushed away with fun.
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Tags: AOL, campaigns, Dreamworks and gamingArticle Sponsor
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