Press Release - Omelet Dreamworks
Published on: Mar 4, 2016
Transcripts - Press Release - Omelet Dreamworks
By Stephanie Crets
With popular titles such as How to Train Your Dragon and Shrek, DreamWorks is already a
household name. But now it’s teaming up with LA-based creative company, Omelet, to
completely reinvent its retail strategy and engagement. The four-year deal gives Omelet all the
rights to promote DreamWorks’ intellectual property with retailers in the United States, Canada,
the United Kingdom and Latin America, utilizing both physical and digital experiences.
Omelet has a diverse background and has been responsible for many successful retail campaigns,
such as the customized Game of Thrones season three DVD box sets given to celebrities, Whole
Food’s “Love Local” program to connect larger brands with local communities and the Xbox
One commercials featuring Breaking Bad’s Aaron Paul.
This partnership will launch Summer 2015. Omelet’s new Sports and Entertainment division, led
by Charles Croft, plans to take all of DreamWorks existing assets and create more fan-driven
customer engagement campaigns. DreamWorks’ characters are already hugely popular, so
Omelet will use that as a jumping-off point to drive fans of all ages to stores for these unique
“What’s exciting about a DreamWorks promotion is that we are tapping into a global fan
community. This is not just about younger audiences, it is about the fans – all fans,” Croft tells
Retail Merchandiser. “They have an insatiable appetite for experiences and there’s a shared love
that connects individual fans with a broader community. We love fans because they are
inherently social and they share their favorite content across their social media networks.”
To do this, Omelet is working on adding digital experiences to bring “easy and instant
fulfillment” to DreamWorks’ fans through digital rewards, virtual reality experiences and
customizable content. Omelet plans to tie the physical aspect of shopping with a digital
campaign so that people continue to be engaged with the DreamWorks products and characters
long after they’ve made their purchases.
“A DreamWorks fan engagement program will widely distribute content as part of the
communications packages designed to attract people to the retailer,” Croft says.
“What excited Omelet about working with DreamWorks is that the nature of DreamWorks’ best
loved characters mean they are loved by some of the widest demographics, and we plan on
reaching out to all of the influences across the social media landscape.”
According to DreamWorks Head of Global Licensing Partnerships Brian Schwartz, Omelet will
be the perfect “disruptive” force. “We’ve found the perfect partner for this exciting collaboration
and look forward to a long and successful relationship,” he says.
Both Omelet and DreamWorks are ready to convert fans’ passion for the characters into action to
drive even more engagement. “Omelet has built its reputation by not only creating all forms of
content but also understanding how the content is consumed across different media platforms,”
Croft says. “We understand the role of influencers and their networks and we plan on using
content to get people talking about a retailer before the promotion begins and long after the