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The Dannon Company has teamed up with the recently released “The LEGO Movie” to launch Dannon Danimals Greek Yogurt Superstars, a line of Greek yogurt for kids, as well as a new mobile campaign.
The program gives consumers the chance to win a VIP tour of Warner Bros. Studio, tickets to see the film, which hit theatres on Feb. 7, and autographed movie posters. Upon entering, consumers can also text DANNON to 89532 to receive a link to download a custom film-themed wallpaper for their phone or computer.
“In a crowded category, it’s important to draw attention to our product innovations and new offerings,” said Freddy Mino, shopper marketing lead – west for White Plains, N.Y.-based Dannon. “We saw the opportunity to partner with ‘The LEGO Movie’ as a strategic way to shine a brighter light on this important launch.”
The promotion is featured in a network of Southern California stores serving more than 5 million consumers weekly.