Kohl's Gets 'Flushed Away'

Animated films are a hot license for video game publishers, but are usually off-limits to advertisers and marketers wanting to buy in on the brand. That’s why a series of three online games to promote the upcoming DreamWorks “Flushed Away” is pretty interesting. Together with AOL, DreamWorks, Aardman Features and Mark Burnett Productions, three online games were developed and will be released at AOL’s site (note: link not working at presstime) which should be activated by the October 5 release of “Fly Catcher.”

Registration and details on the sponsorship can be found on Kohl’s site. Each game features characters and themes from the movie, and an increasing presence from the retailer. “Fly Catcher” is branded with the sponsorship, but on October 19, the release of “Tadpole Pairs” has players turning over Kohl’s-branded cards in a game of concentration. Five dollar gift cards will be awarded to 10,000 players. On October 27, “Shop & Drop” will send those playing on a virtual shopping trip where the film’s main characters Rita, Roddy and Sid must complete their Kohl’s shopping list. Kohl’s was able to make a presence in the online promotions of the movie and have its brand built into the execution.