NEW YORK (Hollywood Reporter) - DreamWorks Animation, Paramount Pictures and social gaming giant Zynga on Friday unveiled the first-ever advertising integration within Zynga’s CityVille to promote the theatrical release of “Kung Fu Panda 2.”
It is Zynga’s latest collaboration with Hollywood and DWA whose CEO Jeffrey Katzenberg recently joined the gaming firm’s board.
Starting Friday until the end of the month, CityVille’s more than 88 million monthly active players can go on a Kung Fu Panda 2-themed quest and receive an exclusive in-game item - a Po the Panda statue - for completing it.
The film opens on May 26. Zynga said CityVille is the largest and most popular application on Facebook.
“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 DWA.
Zynga’s other movie-themed integrations have been with Paramount’s “Rango” in game FrontierVille and with DWA/Paramount on “Megamind” in FarmVille. In the first 24-hour promotion period, more than 9 million people engaged with the Mega-Farm in the latter promotion, according to Zynga.
Editing by Zorianna Kit