'Turbo' stretching beyond the box office into brand

In Borneo, KFC has launched in special meal boxes a set of “Turbo” characters.

In India, Essfil snapped up the rights to create a range of “Turbo” merchandise – from school backpacks to mobile accessories – for sale in leading department stores.

On iTunes, the “Turbo Racing League” is the most downloaded racing game app at 5 million-plus.

In late fall, a “Turbo”-based TV series will premiere on Netflix.

Traditional domestic retail merchandise sales are burgeoning through a relationship with Mattel, while INDYCAR and Lids have co-branded “Turbo” merchandise through another deal.

DreamWorks Animation’s “Turbo" is more than a fast-paced adventure film that has scored a CinemaScore A-plus in child exit polls, received favorable reviews and grossed more than $60 million domestically and $40 million internationally in two weeks at the box office. The movie will be released soon in other major markets.

On multiple platforms, it’s a global brand.

The tale, about a common garden snail whose dreams of racing in the Indianapolis 500 are fulfilled by a set of uncommon circumstances, was brought to the big screen by writer/director David Soren.

Making “Turbo,” and every DreamWorks Animation film a broader consumer experience, is the charge of former Target chief marketing officer Michael Francis, who joined DreamWorks Animation last December in the newly created role of chief global brand officer.

The fast-moving snail has landed in these growing gardens:

• An entertainment district is scheduled to open in Shanghai in 2016. There’s the DreamWorks Experience unveiled last month in Macao. There are several theme parks – with movie theaters, concert halls and hotels – announced for Russia. All will feature “Turbo” and other DreamWorks Animation titles.

• DreamWorks Animation and INDYCAR partner Verizon teamed up with game publisher PikPok to launch an app that made DreamWorks' mobile strategy a priority rather than a post-premiere afterthought. Available on all mobile carriers and most devices, exclusive film content and insider game tips are accessible on Verizon mobile devices. The racing game is available on the INDYCAR 13 app.

“It really matches what their customers are all about, which is mobile experiences,” said Chris Hewish, DreamWorks’ head of global interactive. “And it was a great vehicle to reach out their consumers.”

• The home-video window, which will provide an additional marketing boost to the movie, will precede the original Netflix weekly content scheduled for December.

INDYCAR, its partners involved in the project and the Indianapolis Motor Speedway have benefited from the movie’s premise and racing action depicted in addition to revenue from the co-branded merchandise sales. Long term, according to INDYCAR vice president of marketing Kasey Coler, will be increased recognition of the sport from a growing demographic.

“The long-term benefit from ‘Turbo’ will not only be recognized here in the United States among INDYCAR, our partners and the Indianapolis Motor Speedway but also internationally where our current and future fans will have an opportunity to interact with the movie through a number of different initiatives showcasing our sport,” he said.