Zynga Teams Up With DreamWorks For In-Game Integration
Fresh on the heels of its music partnership with Lady Gaga, social game maker Zynga has landed a movie deal with DreamWorks Animation and Paramount Pictures around the launch of Kung Fu Panda 2. Through new co-branded in-game items and quests in the game CityVille, Zynga will be helping to promote the opening of Kung Fu Panda 2 on May 26th. This is the first-ever in-game integration within CityVille, Facebook’s largest and most popular application.
“Nearly a third of all Kung Fu Panda fans on Facebook have also played CityVille, so the integration is a natural fit and something we think our players will love,” said Manny Anekal, Global Director of Brand Advertising at Zynga. “It’s important that we collaborate with innovative brands like DreamWorks Animation that resonate with and are meaningful to our players and enhance their game play.”
“Our exclusive integration of Kung Fu Panda 2 in Zynga's CityVille gives millions of players a fun and deeply interactive way of connecting with Po and the Furious Five,” said Jason Alex, Head of Online Marketing at DreamWorks Animation. “Po journeys on a memorable kung fu quest in the movie and through this online challenge we’re able to reward fans for further engaging with the characters they love.”
This announcement follows recent Zynga movie-themed integrations with Paramount Pictures (partnering Rango with FrontierVille) and with DreamWorks Animations (integrating Megamind with FarmVille). On the music side, Zynga recently partnered with Lady Gaga for GagVille, aimed at supporting the music star's new album
Zynga says more than 250 million monthly active users interact with their social games which include CityVille, FarmVille and FrontierVille.