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In support of the DreamWorks Animation SKG Inc. film “Kung Fu Panda 2,” which premieres May 26 in theaters nationwide, Sun-Maid raisin 6-packs and 24-ounce raisin canisters will feature on-pack QR (Quick Response) codes directing consumers with smartphones to tie-in mobile websites where they can view “Kung Fu Panda 2” movie trailers, find out more about the movie’s characters, download computer wallpaper designs, or enter a sweepstakes for a chance to win a grand-prize trip for four to Zoo Atlanta for a VIP tour of its Arthur M. Blank Family Foundation Giant Panda Conservation Center.
Describing the promotion as an opportunity “to engage Sun-Maid consumers and ‘Kung Fu Panda’ fans in a fun, new way by using QR codes, Rick Bruno, VP-brand management at Kingsburg, Calif.-based Sun-Maid, noted, “By keeping the promotion entry simple and easily accessible by mobile devices, we anticipate a lot of entries and overall site activity.”
Susan Spencer, head of promotions and marketing services at Burbank, Calif.-based DreamWorks Animation, added that the company was “particularly excited about [Sun-Maid’s] creative and innovative use of quick response coded on-package technology,” as well as the product’s healthfulness.
As well as the grand-prize, all-expenses-paid zoo trip, 100 first-prize winners will get a Mattel “Kung Fu Panda 2” plush toy.
The nationwide promotion, which is open to participants 18 years or older,, except in Alaska in Hawaii, runs through Oct. 1.
Sun-Maid Growers of California is the world’s largest producer and processor of raisins and other premium-quality dried fruits, including prunes, dried apricots, figs, dates, dried peaches, and dried apples.