Global campaign features custom concept Camaro based on vehicle from film
DETROIT – Chevrolet will help power a little snail named Turbo in the upcoming DreamWorks Animation SKG, Inc. (Nasdaq: DWA) feature film bearing his name.
The collaboration between Chevrolet and DreamWorks Animation will engage fans in the U.S. and select international markets and serve to enhance the film’s authentic racing environment.
As part of this alliance, Chevrolet has created a special real-life replica of a custom Camaro featured in Turbo. The comprehensive campaign also includes television, print, and online advertising, a social media push and dealership activations in key markets.
Chevrolet design consulted with DreamWorks on the animated versions of the Camaro and the Chevrolet-powered Indy cars that appear in the film, which premiers in the U.S. on July 17. Turbo marks the first time DreamWorks Animation has partnered with brands in this way.
Chevrolet plays an integral part in two of the film’s key moments. Turbo receives his speed after an encounter with a Chevrolet Camaro and later, the Chevrolet “bowtie” logo features prominently in scenes set at the Indianapolis 500.
“Turbo is one of the most anticipated films of the summer, and we couldn’t be more excited about this collaboration, which aligns perfectly with Chevrolet’s renewed presence in INDYCAR,” said Tim Mahoney, chief marketing officer, Chevrolet. “Millions of future drivers will be inspired by Turbo to realize their dreams both big and small.”
Said DreamWorks Animation’s Chief Marketing Officer Anne Globe: “In a film about a slow snail who dreams of being fast, who better than Chevrolet to give our hero his first taste of high-speed driving on the open road? Our relationship with Chevrolet both onscreen and at the Indy 500 is a natural fit that adds a layer of authenticity to this wild ride of a story.”
A real-life replica of the Chevrolet Camaro from the film has appeared at auto shows and events across the U.S., giving viewers a first glimpse of what to expect in the movie. Chevrolet will also feature Turbo in advertising leading up to the release. The ads will wrap the movie’s theme of realizing dreams around Chevrolet’s “Find New Roads” brand platform.
The larger campaign also includes ad integrations in television and print for Chevrolet’s Traverse; a 30-second custom animated television spot, which will be translated into a variety of languages for specific international markets, and a social media push and activations at select dealerships as the movie rolls out around the globe. Chevrolet’s international activation plans vary by market.
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest vehicle brands, doing business in more than 140 countries and selling more than 4.5 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality. More information on Chevrolet models can be found at chevrolet.com.
About DreamWorks Animation
DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series and live entertainment properties, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the “100 Best Companies to Work For” by FORTUNE® Magazine for five consecutive years. In 2013, DreamWorks Animation ranks #12 on the list. All of DreamWorks Animation’s feature films are produced in 3D. The Company has theatrically released a total of 25 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon, Puss in Boots, and The Croods.
From the makers of MADAGASCAR and KUNG FU PANDA, TURBO is a high-velocity 3D comedy about a snail who dares to dream big – and fast. After a freak accident infuses him with the power of super-speed, Turbo kicks into overdrive and embarks on an extraordinary journey to achieve the seemingly impossible: competing in the world’s fastest race, the Indianapolis 500. With the help of his tricked-out streetwise snail crew, this ultimate underdog puts his heart and shell on the line to prove that no dream is too big, and no dreamer too small.