Zynga has teamed up with DreamWorks Animation to promote upcoming animated movie Megamind in FarmVille -- the company's first global ad campaign and feature film integration into its farming sim.
As part of the collaboration, the game will feature a new landmark that incorporates the storyline and characters from Megamind. Players who visit the landmark will receive two special free items: a Mega-Grow formula for instantly growing crops, and an AirHog decorative item that players can place on their own farms.
The promotion will kick off this Thursday and last for 24 hours. Despite its limited availability, it's expected to reach a sizable number of gamers, as FarmVille is the most popular application on Facebook with over 56.2 million monthly active players and 16 million daily active players, according to AppData.
Zynga ran a similar one-day FarmVille campaign last month with McDonald's, in which it featured a branded farm, consumable virtual item, and in-game decoration themed after the fast foot chain. It's also previously worked on promotions with 7-Eleven and Green Giant.
"We’re excited to bring one of the most highly anticipated films of the year to FarmVille and create a unique entertainment experience for FarmVille players worldwide," says Zynga's Brand Advertising global director Manny Anekal. "It’s an innovative and fun way to connect Megamind and DreamWorks Animation fans through the world’s most popular social game."