The marketing alliance is a corporate first for DreamWorks and is estimated, according to marketing executives, to be worth between $100 million and $120 million in paid media to the studio.
Memorial Day release
Recently, the Diageo unit was the main corporate promotional sponsor on two recent DreamWorks releases, Chicken Run and Shrek. Burger King will also be a partner in the Nov. 2 DVD and CD release of Shrek. The first theatrical release under the deal is for next Memorial Day's Spirit: Stallion of the Cimarron.
The Burger King/DreamWorks deal is similar to the alliance between Walt Disney Co. and McDonald's Corp. The difference is that while Burger King has a multi-picture deal with DreamWorks, it is free to pursue other studios' films, whereas McDonald's is locked into an exclusive agreement with Disney.
"We were never really trying to complete with the McDonald's and Disney deal," said Anne Globe, head of marketing and promotion for DreamWorks Consumer Products. "We don't have as many movies. This deal gives us the ability for longer term strategic planning."
Expanding Viacom deal
Separately, Burger King and Viacom's Nickelodeon announced they were expanding their long-term arrangement, primarily focusing on improved Kids Meal and Big Kids Meal programs.
There will be other marketing connections, as well, such as with a live Nickelodeon entertainment tour, the network's Kids Choice Awards, and other Nickelodeon programming.