Sara Lee, Kohl's, AMD Sponsor New AOL Game
The total value of the sponsorships is about $4 million, according to sources at AOL.
The "Flushed Away" sponsorships will include integration throughout the online game. Additionally, sponsors will plug their products in pre-roll video ads and banners. The companies also will have ad exclusivity on KOL, AOL's kids' section, for several weeks.
The game, produced by Mark Burnett Productions, is based on the upcoming DreamWorks Animation/Aardman Features film "Flushed Away," featuring Hugh Jackman and Kate Winslet's voices. The game calls on Web users to solve a series of puzzles and other challenges that feature characters and other elements of the film.
The venture marks the second collaboration of AOL and reality TV producer Mark Burnett. Earlier this month, AOL and Burnett launched "Gold Rush," an interactive scavenger hunt that features contestants competing for $2.2 million in gold.
Sponsors for "Gold Rush" include Best Buy, Chevrolet, Coca-Cola Zero, T-Mobile USA, Inc. and Washington Mutual. Those marketers also are receiving integration in the game itself. For example, Washington Mutual guards the gold at stake in the game.