Promotions Are In the McDreamWorks28 Jul, 2005 By: Holly J. Wagner
DreamWorks Animation and McDonald's have made a nonexclusive, two-year worldwide marketing and promotional deal promoting DreamWorks movies, starting with Shrek 3, which is slated for release in 2007.
The deal will include promotions including McDonald's Happy Meals and gives McDonald's worldwide promotional rights to new DreamWorks animated properties.
As part of the promotional deal, DreamWorks will create original animation for some McDonald's commercials and will work with McDonald's to support the company's "balanced active lifestyles" program.
"It is a privilege for DreamWorks to be partnering with McDonald's," said DreamWorks CEO Jeffrey Katzenberg. "McDonald's is one of the greatest companies and most recognized brands anywhere in the world. The broad appeal of our movies, coupled with the reach of the Golden Arches, will enable us to create further excitement and anticipation for our films, for millions and millions of people worldwide."
From Katzenberg's perspective, it doesn't hurt that McDonald's 10-year agreement with Disney is nearing its end and McDonald's franchisees have reportedly been asking for more freedom in which promotions to join. The non-exclusive relationship does give McDonald's the flexibility to support other entertainment or films. The initial agreement is for two years, with an option to renew.
"With today's announcement, McDonald's is adding DreamWorks to our long and rich tradition of offering customers the most exciting and relevant entertainment properties," McDonald's president and COO Mike Roberts said. "DreamWorks Animation shares our commitment to quality, innovation and fun, and they've demonstrated an ability to reach moviegoers of all ages. We applaud their creativity and look forward to building unique and distinct promotions for McDonald's customers around the world."