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News Archive for Dreamworks
NEWS   01.29.09 3:52 PM
Dreamworks Partners With Intel, NBC, and PepsiCo for 3D Super Bowl Marketing Stunt
FROM NEW YORK Teamwork doesn’t always pave the easiest road to success, but partnering a troupe of different brands for a high-profile marketing stunt can be  efficient—and cost effective. That’s what Dreamworks did to distribute the 125 million pairs of glasses necessary for a 3D Super Bowl event to promote its new film, Monsters Vs. Aliens, this Sunday—while scratching the backs of partners like PepsiCo, Intel, and NBC.

The project hinges on the first-ever 3D commercial, a participatory film trailer during the game’s broadcast. “We wanted to do a stunt 90 days before the opening of the movie,” said Dreamworks head of marketing and consumer products Anne Globe, “and then we had the chance to use the biggest media event in the world.”

Dreamworks had already partnered with Intel to develop the technology for the 3D film, so enlisting the company to produce the glasses was a no-brainer, but finding the partner to distribute the glasses took a bit more thought. MORE >>

RELATED TOPICS Dreamworks, NBC, NBC Universal, Intel, PepsiCo, SoBe Lifewater, Super Bowl
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