DreamWorks Launches Massive Loyalty Push

DreamWorks Animation is taking an innovative, new approach to loyalty programs thanks to a new strategy spearheaded by Brian Schwartz, head of global licensing and licensing partnerships, DWA.

April 6, 2018

DreamWorks Launches Massive Loyalty Push

DreamWorks Animation is taking an innovative, new approach to loyalty programs thanks to a new strategy spearheaded by Brian Schwartz, head of global licensing and licensing partnerships, DWA.

Across Europe, loyalty programs are commonplace and can be found in many country's mass retail channels. While differing from brand to brand, the structure of these programs plays out similarly, with rewards that take the shape of collectible figures, trading cards, plush and more given to shoppers based on their basket spend. For entertainment brands in particular, these types of programs are a boon and allow for brands to be widely recognized and shared among the broadest consumer base possible.

DreamWorks Animation is capitalizing on this trend by taking an innovative approach to the business thanks to a new strategy spearheaded by Brian Schwartz, head of licensing partnerships, DWA, and the entertainment company's new marketing partners.

"We've joined forces with the best marketing agencies to execute unique and disruptive continuity programs for retailers," says Schwartz. "These programs are a marketing solution that not only significantly increase retailers' net sales but ultimately

creates an emotional connection between the retailer and their consumer."

But what's so innovative about jumping head first into a space where it appears entertainment has long been in?

"Our approach is collaborative and long-term–we are working hand-in-hand with our partners to implement fan engagement programs at retail on a 12- to 18-month calendar," says Schwartz.

Schwartz and DWA have taken a regional approach to these partnerships, already enlisting two marketing agencies in the Americas, the U.K. and mainland Europe.

Across the U.S., Latin America, Canada and the U.K., in a partnership announced in June, DWA has signed on with Omelet, a Los Angeles-based creative company, for a four-year deal. The deal gives Omelet the promotional rights to engage retailers in the region and create fan engagement and continuity programs based on DreamWorks properties.

"As a creative agency, we believe Omelet brings an interesting perspective to markets that have been traditionally under-penetrated for retail continuity programs–especially the U.S. and U.K.," says Schwartz. "As the world shifts from physical to digital, we believe Omelet can help DWA embrace that paradigm shift at retail."

In Europe, the Middle East and Africa, DWA has tapped SERIJAKALA for a three-year deal.

Mainland Europe has long been the epicenter of retail loyalty and continuity programs, and in partnering with SERIJAKALA, Schwartz believes they can build unique and innovative retail campaigns using DWA's heritage IP–

Shrek

,

Kung Fu Panda

,

Madagascar

and

How to Train Your Dragon

–as well as new IP such as

Trolls

, "DinoTrux," "Noddy" and more.

According to Schwartz, SERIJAKALA has long been a leader in the European retail loyalty and continuity space, and their appetite to take a new approach to these programs made them an ideal partner for DWA.

DWA will soon be announcing their retail loyalty and continuity partner for Asia-Pacific.

With two regional partners already on-board and a third to come, DWA is promoting collaboration between all companies, helping to synergize the business on a global level. This was most evident when DWA held their first-ever global loyalty summit at Licensing Expo in Las Vegas, Nev., this past June.

According to Schwartz, DWA and their partners have already started to engage with retailers in EMEA and will soon begin engaging with retailers in the U.S., the U.K., Latin America and Canada.

"Each of these companies brings something different to the table, and by having regional partners who are open to taking a new approach to loyalty, we believe DWA will not only create an emotional connection between the retailer and their consumer but truly become an innovative partner for retailers," says Schwartz.

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