Dreamworks Pictures has signed Curiocity's FreeZone to be its exclusive online promotional partner for three upcoming films that target kids: "Mouse Hunt," "Paulie" and "Small Soldiers."
FreeZone, an online community for 8- to 12-year-olds that registers 3 million page views a month, has kicked off its association with the high-profile studio with "Mouse Hunt." Instead of creating a stand-alone Web site for the movie, FreeZone has integrated "Mouse Hunt" content through its own site. Ads for the movie will tout a URL that leads directly to the FreeZone site.
The "Mouse Hunt" content launched last week; the film, a comedy about two bungling criminals who tangle with a clever mouse, opens Dec. 19.
MOVIE CLIPS AND POSTCARDS
Visitors can check out clips from the movie at the FreeZone theater, create and send virtual "Mouse Hunt" postcards, and participate in occasional chat sessions with cast members and the film's special effects crew. Kids can win prizes if they successfully navigate a "Mouse Hunt" maze. All content is clearly marked as sponsored by DreamWorks.
"Our hope is by having the FreeZone URL in `Mouse Hunt' TV and print ads, it will incrementally increase traffic to our site and benefit our other sponsors," said Trish Lindsay, FreeZone's general manager.
The benefit to DreamWorks, she said, is that by having the "Mouse Hunt" content integrated into the FreeZone site, exposure will be guaranteed.
Other FreeZone advertisers include Discovery Channel, Microsoft Corp. and Seven Town's Rubik's Cube.
Similar to the DreamWorks deal, content pertaining to Rubik's Cube is integrated into FreeZone editorial and activities.
TAPPING OTHER PROPERTIES
DreamWorks will tap Curiocity's other properties, as well. It is buying ad space in Curiosity for Kids, a monthly magazine that's customized for local markets. The magazine will sponsor "Mouse Hunt" events and screenings in those markets next month.
Copyright November 1997, Crain Communications Inc.