DreamWorks and Denny''s partnered to promote the theatrical release of MADAGASCAR through an in-house promotion and a sweepstakes. To join the MADAGASCAR Mania sweepstakes, participants logged on to www.dennys.com or visited a participating restaurant and filled out an entry form. One grand prize winner won a trip for four to San Diego or an HP Digital Photography package. In addition to the sweepstakes, kids who visited Denny''s received MADAGASCAR-themed masks and finger puppets. Lastly, MADAGASCAR Mania promotion included ''Crackalin'' that resemble the theme of the movie such as Safari Split and Stripe-a-licious Cheesecake. The sweepstakes began May 16, 2005 and ended June 20, 2005.