TEL AVIV — DreamWorks Animation has drafted web development platform Wix.com for a multi-format promotion for “Kung Fu Panda 3,” which hits theaters Jan. 29.

The campaign will bow during the CBS broadcast of Super Bowl 50 with a joint DreamWorks-Wix ad spot, featuring “Kung Fu” characters Po and Mei Mei and playing up Wix’s software platform for creating personal and small-business websites.

The 30-second Super Bowl spot will be followed up with a multi-week, cross-platform campaign of made-for-web content, spots for exclusive online distribution and a targeted social media push. DreamWorks will provide animation talent for all campaign points while Tel Aviv-headquartered Wix will develop and produce.

This will be Wix’s second time on the Super Bowl field — they made their Big Game advertising debut last year with the launch of their #ItsThatEasy campaign. It was DreamWorks who reached out to Wix to suggest an alliance this time around.

“We were able to really find the cross roads between our brands and capture the fun-loving humor of the ‘Kung Fu Panda’ franchise,” says Mimi Slavin, head of global promotions for DreamWorks Animation.