Dannon Partners With Nation's #1 Box Office Winner, the LEGO® Movie, to Launch Campaign at Grocery Stores

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Dannon uses the power of film to connect consumers to new product launch.

The Dannon Company, manufacturers of premier yogurt, and local supermarket chains across Southern California have partnered with “The LEGO Movie”, to launch Dannon® Danimals® Greek Yogurt Superstars. The mobile campaign rewards consumers through an innovative mobile program while promoting “The LEGO Movie”, which launched in theatres on February 7th to record-breaking box-office and critical acclaim.

The program gives consumers the chance to win a VIP tour of Warner Bros. Studio, tickets to see “The LEGO Movie”, and autographed movie posters. Upon entering, by texting DANNON to 89532, all entries will receive a link to download a custom film-themed wallpaper for their phone or computer background.

Dannon is promoting the tie-in with “The LEGO Movie” to draw attention to the Danimals Superstars launch, a line of Greek yogurt for kids, which has innovated the category. “In a crowded category, it’s important to draw attention to our product innovations and new offerings. We saw the opportunity to partner with “The LEGO Movie” as a strategic way to shine a brighter light on this important launch,” said Freddy Mino, Shopper Marketing Lead – West for Dannon.

Digital agency and retail solutions provider CausePlay conceptualized, developed and managed the promotion for Dannon. “We have been waiting for an opportune time to bring together our studio relationships who develop engaging content, with our brand clients to deliver a promotional program at store level and across a large consumer network,” said Jonas Hudson, Partner and COO of CausePlay.

The promotion provides tremendous above the line and below-the line exposure to “The LEGO Movie” through a network of southern California stores serving over 5M consumers weekly. “The LEGO Movie” is now playing in theatres nationwide. For more information on the promotion, please visit: http://www.cause-play.com/dannonsthelegomoviesweepstakes/.

About Dannon

Headquartered in White Plains, New York, Dannon has plants in Minster, OH, Fort Worth, TX, West Jordan, UT, and Portland, OR, which makes more than 200 different flavors, styles and sizes of cultured refrigerated and frozen dairy products to serve the diverse needs of its retail and foodservice customers. Dannon brings health through food to as many people as possible via its wide offering of delicious and wholesome fresh and frozen yogurts.

Dannon is a subsidiary of Danone, and Dannon is the top-selling brand of yogurt worldwide, sold under the names Dannon and Danone. For more information, visit dannon.com.

About CausePlay

CausePlay is a mobile solutions company for retailers. CausePlay creates and licenses owned and operated mobile distribution and publishing platforms that deliver brand fueled content, promotions and advertising. CausePlay provides a suite of mobile products, a distribution pipeline and patents to cover DRM protected distribution of content and coupons to clients in the grocery and CPG business. For more information, visit http://www.cause-play.com. CausePlay

About “The LEGO Movie”

“The LEGO Movie” opened nationwide on February 7, 2014. The first full-length theatrical LEGO® adventure, it tells an original 3D computer animated story about Emmet, an ordinary, rules-following, perfectly average LEGO minifigure who is mistakenly identified as the most extraordinary person and the key to saving the world. He is drafted into a fellowship of strangers on an epic quest to stop an evil tyrant, a journey for which Emmet is hopelessly and hilariously underprepared. Directed by Phil Lord & Christopher Miller, “The LEGO Movie” stars Chris Pratt, Will Ferrell, Elizabeth Banks, Will Arnett, Nick Offerman, Alison Brie and Charlie Day, with Liam Neeson and Morgan Freeman. Lord & Miller also wrote the screenplay, from a story by Dan Hageman & Kevin Hageman and Phil Lord & Christopher Miller, based on LEGO construction toys. “The LEGO Movie” is produced by Dan Lin and Roy Lee. Executive producers are Jill Wilfert, Matthew Ashton, Kathleen Fleming, Allison Abbate, Zareh Nalbandian, Jon Burton, Benjamin Melniker, Michael E. Uslan, Seanne Winslow, Matt Skiena and Bruce Berman; and co-producer is John Powers Middleton. The filmmaking team includes cinematographer Pablo Plaisted, production designer Grant Freckelton, editors David Burrows and Chris McKay, and composer Mark Mothersbaugh. Chris McKay also serves as animation co-director. “The LEGO Movie” is a Warner Bros Pictures Presentation, in association with Village Roadshow Pictures, in association with LEGO System A/S, a Vertigo Entertainment/Lin Pictures Production. It will be distributed by Warner Bros. Pictures, a Warner Bros. Entertainment Company, and in select territories by Village Roadshow Pictures. http://www.thelegomovie.com.

LEGO, the LEGO logo, the minifigure and the brick and knob configuration are trademarks of The LEGO Group. ©2014 The LEGO Group. Used with permission. All rights reserved.

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Jonas Hudson
CausePlay, LLC
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