"Bee Movie" Theatrical Program

Brand: Bee Movie, Various PartnersCompany: DreamWorks AnimationAgency: In-HouseCampaign Title: Bee Movie Theatrical Program Product Category: Theatrical FilmsTime Frame: Fall 2007Award Category: National Consumer (Budget over $5 million) Marketing OverviewAnimation clutter reached a highpoint in 2007, requiring DreamWorks to create programs that would differentiate our CGI family film product from all other entertainment properties. We had an additional challenge of marketing a "spring themed" property in a holiday period.ObjectivesOur goal was to maximize awareness and box office sales through partnerships in product categories with diverse distribution channels, specific target audiences and unique experiential marketing executions. The theme of Bee Movie allowed us to partner with new categories like honey and floral -- companies that had never conducted an entertainment promotion. We were able to introduce the film to consumers with "fresh" tactics reaching unique targets, such as the Chase Bank College screening program, HP's "The Computer is Personal Again" campaign, FTD's online program, and the National Honey Boards' farmers market and in school programs. We increased frequency of message with multiple consumer touch points at retail; with honey, cereal, fruit & vegetable, dairy and confection/snack partners delivering total store penetration.Strategy & TacticsBy capitalizing on organic themes and the popularity of the filmmaker, Jerry Seinfeld, we built exclusive, break-through executions. Seinfeld's participation helped to achieve maximum exposure. HP featured him in its popular "Hands" campaign for both TV and online; the "Barry Approved" sticker tactic was Seinfeld's answer to an "implied endorsement." Organic messages were tied to partnering products such as Honey Nut Cheerios, Brach's Candy Corn made with real honey, and Volkswagen's custom Bee-wrapped VW Bugs on the premiere's yellow carpet. Environmental and pollination messages were reinforced by partners' online activities, in-school and grassroots efforts. McDonald's and Conservation International taught the important role that bees play in the ecosystem and the National Honey Board teamed with Scholastic for an in-school curriculum program.ResultsDreamWorks secured 13 partners for Bee Movie that delivered more than $65 million in media and over 25 million on-pack impressions.Organic Themes had a "stinging" impact:The National Honey Board increased honey awareness and consumption during the promotional window through increased exposure in over 14,000 stores, plus fairs and farmers markets. Sue Bee added a national FSI and a shipper program, and Golden Heritage Foods licensed a two-ounce "Barry the Bee" honey bottle.FTD created three customized Bee Movie floral bouquets; one featured a "Barry's Busy Bee" honey bottle. Chase's extensive college market program generated over 10 million impressions with Bee-wrapped bike taxis on campus, a Facebook tie-in, wild postings and screenings at 20 top universities. Embassy Suites promoted custom travel packs that included premiums and provided online and print support.General Mills ran on-pack messaging on cereals, fruit snacks, and the Pop Secret and Yoplait brands, and delivered millions of in-pack premiums in cereals. McDonald's executed a global Happy Meal campaign in over 120 countries promoting milk and Apple Dippers with a new food pyramid.Retail Activation was a success:General Mills created a free movie ticket program promoted through 25 retailers at over 6,000 stores. Mars Advertising delivered a "Bee Healthy" produce program and leveraged the movie's characters to promote healthy eating at regional grocers. Among media support:HP featured Seinfeld in its "The Computer is Personal Again" campaign, which ran on TV and online. The result was one of HP's strongest online programs ever. McDonald's featured two custom animated TV spots; one Happy Meal-focused and the other with a breakfast message. The chain's global site, "Bee Trek," featured online games, downloads and activities. General Mills ran a dedicated TV spot.AMD featured Bee Movie on the NBC.com, Wired.com and AOL.com sites.HP, Embassy Suites and FTD all provided strong online media support and almost all partners incorporated Bee Movie messaging onto their websites. Bee Movie generated more than $125 million at the U.S. box office. Sustaining efforts by our promotional partners and good word of mouth drove the film to the number one spot in theaters in its second week of release.

"Bee Movie" Theatrical Program

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