Dreamworks brings MegaMind to Farmville
In-game advertising is hardly a rare thing. And film/game tie-ins are pretty frequent as well – but Dreamworks and Zynga are taking things a step further on Nov. 4.
For the first time, a studio will promote its newest film in a social networking game when "Megamind" comes to the insanely popular "Farmville".
Virtual farmers in the game will be able to visit Megamind’s “Mega-Farm” to receive two exclusive in-game items. The promotion is scheduled to last 24 hours.
While ad ties-ins with social games are rare, they’re not unheard of (McDonalds also had a recent "Farmville" promotion) and they do make sense on a sheer numbers scale. In September, the game had an eye-popping 62 million active users and over 24.6 million Facebook application fans. It’s also available in all iDevices as well as MSN Games.
That audience checks in regularly, too – and many are obsessive about their farms. That’s a dream audience for marketers. Dreamworks is hoping the loyalty to the game will transfer to the film to help it post big opening weekend numbers.
Chris Morris reports on the the intersection of Hollywood and technology, as well as the latest must-have consumer technology gadgets.
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