Ice Age 3 DVD
December 2009 marked the release of Ice Age 3: Dawn of the Dinosaurs on DVD and Blu-ray. 20th Century Fox Home Entertainment wanted to use Nickelodeon’s kids demographic to create buzz and awareness of the release of Ice Age.
The decision was made to use Nickelodeon to access the ‘mass kids market’. This audience needed to be targeted with an exciting, experience-based idea brought to them in bite size messages that would enable them to understand and react to the campaign.
BE VIACOM produced a 30 second competition spot asking the audience to enter via a bespoke website. Each region had one main winner and five runners-up. The main prize consisted of a Playstation 3, EyePet bundle game and copy of Ice Age 3: Dawn Of The Dinosaurs on DVD and Blu-ray. The runners-up won a branded t-shirt, giant pencil, baseball cap, notebook and copy of Ice Age 3: Dawn Of The Dinosaurs on DVD and Blu-ray. The competition spot ran on air and pointed viewers to the bespoke microsite.