When DreamWorks Animation was developing a series of three new feature films, they partnered with AMD to provide the speed-enhancing 64-bit processors for their computers. Out of this three-year partnership agreement also came permission for AMD to promote DreamWorks' use of its technology. For the late 2005 DVD release of "Madagascar," Click Here and Latitude (Click Here's sister company) were asked by AMD to create a website, among other media components, that would showcase the DVD release and sweepstakes (with grand prize trip to Madagascar), and the partnership and AMD64 technology. The site needed to reach two wildly divergent audiences: kids/families and tech influencers.
AMD initially asked Click Here to create one website that would work across five countries in multiple languages (English, Russian, Spanish). Because of regional variations in sweepstakes legalities and technology, we decided to work around these challenges by creating five individual country sites. Using a mixture of Flash 7 and HTML, we created a space where users could spend quality time online with the brands, creating their own lemur, sending custom-made postcards from Madagascar and mixing their own music. We were able to seamlessly integrate these Flash games into an HTML shell for the non-Flash sites, keeping their fun/functionality intact as much as possible.
In addition to the sweepstakes and online ad units, the integrated marketing plan included print, in-store promotions and PR, all driving traffic to the site (more than 90% of the 38,000 unique U.S. visitors arrived via the online ad campaign). The campaign delivered more than 17.5 million impressions with clickthrough rates on some placements as high as 3.5%. And between the time it launched in mid-October and the end of 2005, 13,500 visitors had registered for the U.S. sweepstakes.