DreamWorks Animation SKG, Inc., Paramount Pictures and Zynga announced Friday a new in-game item and quest for players of the popular game CityVille to promote the opening of Kung Fu Panda 2, which debuts in theaters Thursday.
This is the first-ever in-game integration within CityVille, Facebook’s largest and most popular application.
CityVille’s more than 88 million monthly players (according to AppData) will be able to place a Kung Fu Panda 2–themed drive-in movie theater in their city. Players who place the theater will also receive collection items, members of Kung Fu Panda’s Furious Five: Tigress, Crane, Mantis, Viper and Monkey. When all five items are collected, an exclusive Po the Panda statue will be unlocked and available to players as a reward for completing the Kung Fu Panda 2 quest.
“Nearly a third of all Kung Fu Panda fans on Facebook have also played CityVille, so the integration is a natural fit and something we think our players will love,” said Manny Anekal, global director of brand advertising at Zynga. “It’s important that we collaborate with innovative brands like DreamWorks Animation that resonate with and are meaningful to our players and enhance their game play.”
“Our exclusive integration of Kung Fu Panda 2 in Zynga’s CityVille gives millions of players a fun and deeply interactive way of connecting with Po and the Furious Five,” said Jason Alex, head of online marketing at DreamWorks Animation. “Po journeys on a memorable kung fu quest in the movie, and through this online challenge, we’re able to reward fans for further engaging with the characters they love.”
The Kung Fu Panda 2 quest runs through May 31 on CityVille.
The announcement follows recent Zynga movie-themed integrations with Paramount Pictures to bring Rango into the untamed wilderness of FrontierVille and with DreamWorks Animations on Megamind, where Megamind launched his very own “Mega-Farm” within FarmVille. In the first 24-hour promotion period, more than nine million people engaged with the “Mega-Farm.”