Emap Launches Cross-Media Push To Promote New UIP Film
Emap Advertising, Mediaedge:cia and United International Pictures have come together to launch a cross-media campaign to promote the release of the new Paramount Pictures film, The Fighting Temptations.
The deal will see Paramount take advantage of Emap’s new red button interactivity on its digital radio services, which enables users to access pages of information and promotions whilst listening to the radio via their television (see Emap To Offer Interactivity On Digital Radio Platforms).
The on-air activity launches on Kiss national radio this weekend with a competition offering listeneers the chance to win tickets to an exlcusinve preview of the film before its offical release on 12 December.
The interactive campaign will extend until 18 December with listeners able to interact with the Freeview promotion on-screen for the chance to win exclusive Fighting Temptations merchandise and movie soundtrack. The activity forms part of wider campaign covering Kiss Online, Kiss TV, The Hits, Sneak and Heat.
Commenting on the initiative, Emap’s broadcast innovations executive, Ross Cunningham, said: “The Fighting Temptations is a great example of how red button can be used to sustain the activity of an on air promotion. Itšs an ideal platform to set reminder messages for the listeners, tying into the activity they have heard on the station.”
Mediaedge:cia account director, Iain Brewer, added: “The selected Emap brands provide a perfect match for this release and through close collaboration with the innovation sales team, the interactive radio opportunity is a great example of an imaginative partnership.”
Earlier this week Emap Advertising, Citroen and OMD announced the launch of an exclusive cross-media advertising partnership to promote Citroen’s new urban sports car, the C2 (see Emap And Citroen Gear Up For Cross Media Promotion).
Emap Advertising: 0207 295 8537 www.emapadvertising.com
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