Eisner Teams ‘Shrek’ With AMF Bowling

ATLANTA Eisner Communications has enlisted the characters from the upcoming movie Shrek 2 to promote AMF Bowling Worldwide’s bowling club, according to the agency.

The Baltimore independent said it has teamed with Leading Edge Promotion and DreamWorks Pictures to develop a promotional campaign that includes Shrek character bowling balls, in-store signage, collateral materials and print ads. Customers who sign up for AMF’s Shrek 2 Bowling Club will receive customized bowling balls that feature images of Shrek, Fiona, Donkey and a new character, Puss in Boots.

“The goal of the Shrek tie-ins is to capitalize on the popularity of the property in order to bring new customers to AMF Bowling centers,” said David White, account supervisor at Eisner.

Leading Edge Promotions, based in Norcross, Ga., specializes in creative development of licensed sports marketing promotions. The company has completed similar promotional projects for clients such as the Cartoon Network, Nickelodeon and Nascar.

Shrek 2, the movie produced by DreamWorks of Glendale, Calif., opens in theaters this Friday. Eisner’s promotion will launch this summer and run throughout AMF’s 385 bowling centers nationwide, the shop said.

Campaign spending was not disclosed.