Emap Gets Fast And Furious For New UIP Film
Emap Advertising and Mediaedge:cia have created a cross-media advertising campaign to promote the release of UIP’s new film, 2Fast2Furious.
The deal, thought to be worth around £250,000, will span a range of Emap’s magazine, radio and internet brands for a three month period.
Emap’s Max Power will be at the centre of the promotion and June’s issue of the magazine will feature a covermounted DVD trailer of 2Fast2Furious, as well as a competition offering readers the chance to win tickets to the film’s premier.
Maxpower.co.uk also will host the official film website www.maxpower.co.uk/2fast2furious.
Emap is creating a one-off 2Fast2Furoius magazine containing ‘everything there is to know’ about the film, including information about the cars and the film’s stars. The 100-page title will be sold alongside Max Power on the news-stand.
Radio activity will also run across Kiss and the Big City networks and promotional emails will be sent to over 300,000 consumers through the Kerrang! and FHM databases.
Commenting on the campaign, John Sootheran, editor of Max Power, said: “The first Fast & Furious movies are the biggest thing to hit the world of Max Power in the ten years since we launched and they have brought added credibility to our scene.”
He added: “It’s fantastic to be involved in promoting the upcoming sequel, Fast2Furious, we are the ideal media partner and equally for UIP as we deliver a key target audience for them.”
The latest ABC data for the six months to December 2002 shows that Max Power, which is aimed at male car enthusiasts aged between 15 and 24, saw its weekly reach increase by 10.2% year on year to 237,584, up from 215,560 in the same period the previous year.
Emap Advertising: 01733 568 900 www.emap.co.uk
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