3D movie campaign to run around Britain’s Got Talent app

Target Media is launching a multimedia campaign to mark the opening of 3D movie Street Dance, including pre-rolls around ITV’s new Britain’s Got Talent mobile app.

The campaign kicks-off today and marks the first time a film advertiser has taken advantage of pre-rolls on the app. The app content will all be delivered with a 10″ spot for Street Dance.

The app has hit number one on the official apps chart just one week into the new BGT series, and is expected to have a reach of 250,000 downloads across the whole series, with the average user watching up to five clips.

The app activity is one part of the £1.5 million campaign which also includes bespoke TV spots in the new series of Britain’s Got Talent on ITV1, a promotion on E4 and a national bus and 48-sheet campaign.

Lucy Barclay, director at Target Media, said: “Streetdance is breaking all movie barriers as the first UK 3D film, so it was important to break barriers within the media campaign.

“The tie up with Britain’s Got Talent delivers the ideal target audience for this film and offers fantastic opportunities on the mobile platform to drive viewers of the programme to see their favourite acts in the film.”