MADAGASCAR 3 SHIFTING AD FUNDS TO DIGITAL

If the marketing plan for Madagascar 3: Europe’s Most Wanted is any indication, Hollywood’s studios may be moving past the traditional strategy of devoting most of their advertising budgets to Thursday-night television commercials and weekend newspaper ads. “We are migrating more and more of our budget to online and digital,” Anne Globe, chief marketing officer at DreamWorks, told Advertising Age magazine. “There’s a higher level of engagement here than with traditional media. It gives the audience the opportunity to engage with characters for a longer period of time. It is a stickier environment that facilitates intense engagement.” Among the new gimmicks: stickers on Dole bananas displaying QR codes that link to a Madagascar videogame on mobile devices. Advertising Age listed 19 promotional/marketing deals for Madagascar that DreamWorks and Paramount have negotiated with various retailers and manufacturers. They include promotions within promotions. For example, the trade publication observed, “Lance Sandwich Crackers is promoting a Lance Big Top Sweepstakes on its website and Facebook page, with prizes including Madagascar 3 video games and free movie passes. The tie-in also includes in-store displays, digital banners and a fan giveaway on the 5 Minutes for Mom online community.”