In another riff on OfficeMax’s put-yourself-in-the-video Elf Yourself promotion, DreamWorks Animation is launching an app that lets users take part in a Facebook parade.
The effort , on behalf of Kung Fu Panda 2 , puts your picture and those of all of your Facebook friends on placards during the animated parade video, which lasts about 100 seconds. Furious Five members — characters from the franchise — also appear in the parade. The Famous Group created the app.
With more than 600 million users, Facebook has been a subject of fascination with movie marketers and other types of marketers as well. For the former, though, a foolproof method of hyping a new release ( KFP2 hits theaters on May 26) has yet to emerge. Recently, a number of movie-themed Facebook promotions have involved tie-ins with Zynga, including a link with the game FrontierVille for Paramount’s Johnny Depp-starred animated feature Rango and a Mafia Wars plug in early January for Sony Pictures’s The Green Hornet .
Elf Yourself , introduced in 2005, has prompted more than 400 million downloads and inspired avatar customization efforts from Hotels.com , among others.
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