FG SQUARED paired up with AMD to develop a series of promotional campaigns to support AMD's partnership with DreamWorks Animation. Over the course of 15 months, FG SQUARED produced a series of movie-themed, AMD-branded micro-sites and other assets for Over the Hedge, Flushed Away, Shrek the Third, and Bee Movie. Each promotional program consisted of micro-sites, banner ads, Flash games, prize downloads, in-store demos, and international indoor/outdoor print advertising.

Coordination was paramount in this endeavor. With both AMD and DreamWorks Animation as program stakeholders, FG SQUARED produced materials that would primarily meet the branding needs of both parties as well as other secondary partners like AOL, Mark Burnett Productions, and HP.

Initially FG SQUARED was tasked only with the Over the Hedge micro-site. As AMD's partnership progressed, and as other agencies repeatedly failed to meet AMD and DreamWorks Animations needs, FG SQUARED received more and more responsibility in the campaigns. During Bee Movie, the last AMD/DreamWorks Animation partnership program, FG SQUARED not only produced the micro-site, we edited video, wrote scripts and web copy, designed interactive components, and created messaging used throughout the site and in coordinating banner ads, advertising, and in-store demos.

FG SQUARED developed a great deal of content for each movie-themed site. Each site contained several animation-rich interactive games like "Screaming Slugs," "Burp-O-Matic," and "Princess Pursuit," as well as other creative interactive features including e-cards, quizzes, wallpaper, screensavers, bookmarks, and flip books.

FG SQUARED used real data from the initial Over the Hedge program to improve the user experience and site performance for the remaining micro-sites. AMD's objective was to drive traffic from the micro-sites to online retailers to increase sales. FG SQUARED reported that users spent less time on pages with heavy text content, then recommended—and ultimately implemented—driving traffic from highly interactive areas of the site. AMD-focused pages were altered from text to interactive, “play and learn” game pages and soon became the highest trafficked areas of the micro-sites.

Fun Fact:

The "Burp-O-Matic" game from Over the Hedge became an extremely successful viral component. AMD created a site after the project was over just for that game.