Dive Brief:
- Amazon Ads and Warner Bros. Pictures Animation are launching a multichannel effort titled “Open to Fun” for the release of “The Cat in the Hat” in theaters on Nov. 6, according to a press release.
- A minigame can be accessed via a desktop QR code and was built by Amazon’s Brand Innovation Lab. Players have to catch a Thing, the chaotic entities which play a major role in the story, by tilting their mobile device.
- Running through Nov. 8, the campaign includes an Amazon Brand Store Page, placements across Prime Video, IMDb, Alexa and Twitch, along with Alexa experiences. Home screen placements and Alexa audio ads are also in the mix.
Dive Insight:
Warner Bros. continues to push a message of fun in the lead up to the release of the latest adaptation of the Dr. Seuss children’s classic. “Open to Fun” leverages Amazon’s ad ecosystem while making use of several interactive elements to help the film stand out during a crowded November movie lineup.
Warner Bros. has placed a special focus on interactivity in the film’s marketing efforts. Last week, the studio integrated “Cat in the Hat” modules into three popular Roblox games. Like the mobile minigame, the Roblox games focused on chaotic fun and made use of the Thing characters.
Bill Hader, who voices the titular cat in the upcoming release, provided voices for the minigame. Players will be presented with a “How to Play” overlay, a countdown and a 10-second warning as time runs out. If players are able to capture a Thing, a glowing box animation and a score pulse appear on screen.
The actor can also be heard in two Alexa interactions: “Cat-ffirmations,” where users can get a daily affirmation and “Cat in the Hat Jokes.” Consumers can visit the custom Brand Store Page on desktop and mobile to access exclusive content, trails and ticket purchasing options.
“The Cat in the Hat” is Warner Bros. Pictures Animation’s first full-length feature film after it was rebranded from Warner Animation Group in 2023. The studio has a second film based on a Dr. Seuss property, “Oh, The Places You’ll Go!”, slated for March 17, 2028.
Amazon Ads Brand Innovation Lab creates campaigns that are integrated into Amazon properties including Fire TV, Alexa, Prime Video and Twitch. In May, Liquid I.V. worked with the lab to create a campaign using Prime Video’s “Off Campus” show. Amazon’s ad revenue is expected to be $82.07 billion this year, making it the third largest advertiser in terms of revenue after Google and Meta.
