PROGRAM

Shrek Instant Win Game

OVERVIEW

For the second year in a row, The Regan Group (TRG) was asked by DreamWorks to execute the national promotion for their 2001 animated home entertainment release -- the highly anticipated Shrek on DVD and VHS. To generate awareness and drive sales of the title, DreamWorks sponsored an instant win on-pack sweepstakes where every consumer was a winner. In anticipation of the holiday seasonÕs Òmost wantedÓ gift, the most coveted prize was the chance to win 1 of 500 Xbox game systems. Also included in the expansive prize pool were 5 KIA Sedona Minivans (for the moms and dads) and 3,000 Game Boy Advance game systems. The remaining game cards were good for a free scoop of ice cream at any Baskin Robbins store.

PROGRAM SUPPORT

- Television Advertising Campaign

- Print Advertising Campaign

- In-store POP at Participating Retailers

- On-pack Sticker

RESULTS

The response was incredible with Shrek topping the charts as the highest selling video of the year.