Press Releases
Dreamworks
Press Release - 30th November 2006
Naked Penguin Boy and NPB Media dominate digital domain for "Over the Hedge" DVD
DreamWorks SKG commissioned new media agency Naked Penguin Boy to create the international online toolkit for the DVD release of "Over the Hedge" in September 06.
Due to its superior animation and star voices, the film grossed over $300 million worldwide at the box office. The DVD was expected to be equally popular, especially as the release date was geared to drive sales for the valuable 2006 Christmas market. The aim was to position it as the 'must have' DVD during the festive season.
Building on the charm and appeal of the cartoon and its strong characters, Naked Penguin Boy created an online toolkit distributed across 14 territories. The toolkit included engaging games, trailers, DVD product information, various online advertising formats and downloadable content for PC, Mac and mobile phone.
Online media was bought and placed, through sister company NPB Media, on key sites such as Kids & Education Channel to reach the primary market of 4-10 year olds and their parents. Banners, margins and MPUs appeared on homepages and subscriber newsletters to reach the full spectrum of the target group.
NPB Media extended the online PR activity with competitions, game placement on sites such as CiTV, promotions and links to retailers. Overall the campaign spanned 43 websites with an estimated online reach of over 4 million people.
Additionally, two games were built exclusively for e-tailer purposes to increase online sales in the run up to Christmas.
A hyperactivity disc was also created by Naked Penguin Boy for the 2-disc DVD edition. It contained extracts from the cartoon as well as content aimed at promoting the DreamWorks catalogue.
Naked Penguin Boy has successfully collaborated with DreamWorks before, delivering effective online DVD toolkits for several of their animated titles. These include Shrek 2, Shark Tale, Madagascar, and Wallace & Gromit: The Curse of the Were Rabbit.
"Working for DreamWorks is always a challenge" explains Rowan Heasley, Naked Penguin Boy's Commercial Director. "They are open-minded and free-thinking which offers us the necessary latitude to work within. Creating the online toolkit for "Over the Hedge" was equally as entertaining as watching the film. Its characters definitely succeeded in bringing out the child in all of us."
NPB Media:
NPB Media www.npbmedia.com, the sister company of Naked Penguin Boy, specialises in the art of Digital Marketing and PR, executing online marketing activity for a number of leading companies and brands.
NPB Media offers innovative and specially tailored Digital marketing and PR strategies to reach audiences and customers effectively. We successfully communicate campaign and brand objectives through online advertising, editorial content, online promotions, community and viral marketing.
Current Clients Include: Harper Collins, Paramount, DreamWorks, Nickelodeon, BBH, Warner Brothers, The Discovery Channel, Inter Casino, Hodder & Stoughton Publishers.
Naked Penguin Boy:
Naked Penguin Boy www.nakedpenguinboy.com is a unique mix of award winning talent and a collaboration of like-minded media professionals. As a digital agency with a focus on design and entertainment, they service client needs in online PR & Marketing, online media planning & buying, content creation and development focusing on websites, micro-sites, marketing tools and games for online.
Current Clients Include: Harper Collins, Paramount, Universal Pictures, DreamWorks, BBH, Warner Brothers, Polydor Music, The Discovery Channel, Inter Casino, Mansion, Samsung and Ladbrokes.
Contact: Rowan Heasley on 0207 490 4338 or rowan@nakedpenguinboy.com
