Sun-Maid launches promotion in conjunction with Kung Fu Panda 2


MUMBAI: Sun-Maid has launched a new promotion in collaboration with DreamWorks Animation SKG, in support of the studio’s upcoming film Kung Fu Panda 2, which premiers on 26 May.

Beginning this month, Sun-Maid raisin six-packs, as well as 24 oz. Sun-Maid raisin canisters, will feature on-pack QR (Quick Response) codes that direct consumers to specially designed mobile websites where they can view Kung Fu Panda 2 movie trailers, learn more about the movie’s characters, download computer wallpaper designs or enter for a chance to win a grand-prize trip for four to the world-renowned Zoo Atlanta for a VIP tour of its Arthur M. Blank Family Foundation Giant Panda Conservation Center.

Consumers who have a camera-equipped smart phone with Internet access can simply scan the image of the QR code on pack to open the promotional web page where they can submit contact information and register for an opportunity to win the once-in-a-lifetime trip including airfare and hotel accommodations to Zoo Atlanta—one of only four zoos in the U.S. that giant pandas call home.

"Through our work with DreamWorks Animation to promote Kung Fu Panda 2, we are excited to engage Sun-Maid consumers and Kung Fu Panda fans in a fun, new way by using QR codes. By keeping the promotion entry simple and easily accessible by mobile devices, we anticipate a lot of entries and overall site activity, and we look forward to awarding someone with an exceptional grand prize," said Sun-Maid vice president – brand management Rick Bruno.

"We are pleased to offer our audiences and consumers the healthy snack option of Sun-Maid raisins in conjunction with the release of Kung Fu Panda 2 and we are particularly excited about their creative and innovative use of quick response coded on-package technology," added DreamWorks Animation head of promotions and marketing services Susan Spencer.

In addition to the grand prize package, 100 first prize winners will receive a Mattel Kung Fu Panda 2 plush toy in celebration of the new DreamWorks Animation movie.

The promotion, which is open to individuals 18 years or older, ends October 1, 2011.