Chevrolet is collaborating with DreamWorks Animation SKG, Inc. over the latter’s newest feature film – Turbo, which will premier in the United States on July 17, 2013. The collaboration between Chevrolet and DreamWorks includes engaging fans in the US and select international markets and enhancing the film’s racing environment.
The companies’ wide-ranging campaign includes television, print, and online advertising. The campaign will also entail social media push and dealership activations in key markets. As part of the partnership, Chevrolet has built a special real-life replica of a custom Camaro featured in the film.
Chevrolet design consulted with DreamWorks on the animated versions of the Camaro, and of the Chevrolet-powered Indy cars that appeared in Turbo. The film – which features a slow snail named Turbo who dreams of being fast -- marks the first time DreamWorks has collaborated with brands in this manner.
Chevrolet plays an integral role in two of the film’s vital moments. The first is when Turbo receives his speed after an encounter with a Chevrolet Camaro. The second is during the scenes set at the Indianapolis 500, where Chevrolet “bowtie” logo is featured prominently. The scene was recreated during the Indy race last weekend, during which the Chevrolet logo was also featured prominently. Tim Mahoney, chief marketing officer at Chevrolet, remarked that Turbo is one of the most anticipated films this summer, and the carmaker “couldn’t be more excited” about the collaboration, which lines ups with its renewed presence in INDYCAR.
Mahoney added that millions of future drivers will be inspired by Turbo to realize their dreams “both big and small.” Anne Globe, Chief Marketing Officer at DreamWorks Animation, noted that there is no better car than a Chevrolet to give Turbo his first taste of “high-speed driving on the open road.” She noted that DreamWorks’ relationship with Chevrolet both onscreen and at the Indy 500 is “a natural fit that adds a layer of authenticity to this wild ride of a story.” [source: Chevrolet]