Movie Marketing Campaign
“Munching Madness” a game for the feature film Monsters vs Aliens was created as part of the international marketing toolkit for DreamWorks. The animated movie featured a woman (voiced by Reese Witherspoon), transformed into a giant after she is struck by a meteorite on her wedding day and then becomes part of a team of monsters sent in by the US government to defeat an Alien mastermind.
Monsters vs Aliens featured a lot of new characters and the game needed to not only spread awareness of the movie launch but to familiarise users with the characters in the movie. The game focused on B.O.B., a gelatinous blob with a love of hamburgers, and would introduce the other characters throughout the game with the aim of building a fan base for the movie before the launch.
The game was localised into various languages and spread virally throughout a variety of game sites. Viral games feature as part of the digital media strategy of many movie marketing campaigns due to the high engagement levels they offer, and the fact that the user has chosen to play the game, increasing trust with the brand and making them more likely to share it with their friends