• by Larissa Faw , January 13, 2016

When DreamWorks Animation reached out to Web developer Wix after last year's Super Bowl, the two companies were excited to collaborate on a new project, but both sides say there weren't any specific properties or concepts in mind.

Yet executives soon realized that the "Kung Fu Panda" franchise served as a perfect promotional tool. The movie's third iteration debuts January 29. The Super Bowl airs one week later on February 7.   

Thus, Wix's Super Bowl spot will feature characters from "Kung Fu Panda 3" through creative that features the film's stars trying to boost recognition for the "product launch" of Mr. Ping's Noodles. To promote Wix's Web site expertise, in the spot, Panda Bear Po and his friends embark on a series of "out of the box" marketing activities, but quickly realize that the key to success is with a Wix site. 

To extend the reach of the spot, the campaign is tagged with the #StartStunning hashtag that will incorporate social media activations. Wix is also introducing a dedicated Super Bowl microsite to showcase exclusive made-for-web content.

"We designed a campaign that enables us to tailor engaging content for a variety of formats and audiences," says Omer Shai, CMO, Wix. "Our goal is to show just how impactful having a professional and stunning Web presence can be for small businesses.”

Shai added that both Wix and Kung Fu Panda are global brands. The #StartStunning campaign will be “localized and further developed for various markets and will continue to run worldwide after Super Bowl Sunday."

This is the second year Wix has advertised during the big game. Last year's ad featured ex-NFLers using Wix software to create homepages for new businesses.