DREAMWORKS ANIMATION

CHALLENGE
Hi-Yo Silver, away! As Classic Media’s agency of record for more than six years, KCo has been creating targeted press campaigns for Lassie, Casper the Friendly Ghost, The Lone Ranger, Rocky & Bullwinkle, Peter Cottontail, Mr. Magoo and Underdog to just name a few. Through collaboration with Classic Media, KCo has helped to deliver these beloved brands and franchises to fans, and introduce these “classics” to new audiences across the country.

DreamWorks Animation purchased Classic Media in July 2012 and KCo continues to work with the Company under the DreamWorks property portfolio for home video, anniversary, brand awareness and select consumer product campaigns.

Strategy
Oh Magoo, you’ve done it again! Whether it’s for The Original Christmas Classics DVD or Blu-ray gift set, or a Lone Ranger 75th Anniversary edition DVD collection, KCo develops buzz-worthy press swag packages with fun items to help gain product attention and stand out. Previous swag packages have included Lone Ranger masks, blue stockings in honor of a Blu-ray debut during the holiday season, specially designed pdfs, newsletters and other eye-catching graphics and materials.

KCo helps to secure partnerships to further propel coverage. For example, KCo partnered with notable food trucks and chefs last year in select regional markets to create unique recipes that were inspired by one or more of the iconic television specials included in The Original Christmas Classicsgift set. Recipe cards for all concoctions were sent to a mix of lifestyle, shelter, food, entertaining and highly targeted local media contacts—with an appropriate food angle and accompanying materials they could easily publish, post, tweet or pin.

As part of the partnership over the years, KCo has worked with DreamWorks on trade outreach and shows, assisting with Licensing Expo, MIPCOM, Brand Licensing Europe and more.

RESULTS
And now, here’s something we hope you’ll really like… From The View to Entertainment Weekly,Access Hollywood, Parade, The Los Angeles Times, Parents magazine, New York Post, Redbook, and so much more, DreamWorks properties are brands and press favorites.

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