DreamWorks Animation has teamed up with AAA and the Automobile Club of Southern California for a safe driving promotion featuring the star of its upcoming film Turbo.
The 3D comedy, set to release July 17, follows an ordinary snail that gets the power of super-speed and decides to compete in the Indianapolis 500.
The new partnership will see Turbo appear in a series of public service announcements over the next few months, as well as the integration of two AAA cars in the summer film.
"Turbo is inspiring and fun for the entire family, and our hero is the perfect spokes-snail to align with AAA and convey a message of safe driving," says Anne Globe, chief marketing officer, DWA. "The AAA brand has a natural connection to our film, especially when considering that the summer release date is ideal timing for family road trips and vacations."
AAA IndyCar driver Helio Castroneves and Turbo are now starring side-by-side in a safe-driving PSA and the AAA IndyCar and AAA tow truck will both make appearances in upcoming film.
In addition, the Automobile Club of Southern California will host a member sweepstakes and advertising campaign supporting both the movie and its DVD release that will give members a chance to win a DreamWorks Experience cruise aboard Royal Caribbean International, Turbo-themed video games and consoles, tickets to see Turbo in-theater and other movie-related merchandise.
"We're very excited to be involved with Turbo, which will introduce a new generation to the thrill of IndyCar racing. We also see the PSA as a constructive means to deliver safe driving messages to key younger audiences," says R. Wendy Sabins, senior vice president of marketing for the Auto Club. "AAA is a wonderful on-screen tie-in for Turbo, as our sponsorship of IndyCar racing and our association with drivers and advocacy on behalf of motorists makes us a natural fit in the race-themed film."