Emap Signs Cross Media Ad Deal With Sony
Emap Advertising has announced an exclusive cross-media promotional deal with Sony Computer Entertainment to back the launch of its new game, The Getaway: Black Monday on PlayStation 2.
Worth £200,000, the deal sees exclusive editorial and broadcast campaigns created in conjunction with Empire, FHM and Kiss FM to promote the game’s launch throughout December.
Both FHM and Empire will be running advertorials in their January issues taking two different angles to promote the game to their respective readerships. Empire will take a look behind the scenes of the game and talking to the team who created it, while a special feature in FHM, entitled ‘Gangster Trippin!‘, will talk readers through the highlights of the game.
Kiss FM will provide a broadcast element to the campaign, offering direct interaction with listeners through a competition to win £4000 in used banknotes, with four finalists set the task of travelling around famous landmarks in London to retrieve their prize.
Commenting on the promotion, Mark Field, cross media group account director at Emap Advertising said: “This activity across Emap’s men’s portfolio really gets under the skin of the story behind The Getaway 2 and will drive real interaction and involvement. We are delighted to be working with Sony Playstation again on such a strong launch in the gaming sector.”
Katrin Owusu, senior product manager at Sony Computer Entertainment added: “Emap’s portfolio allows us to highlight relevant and exciting aspects of the The Getaway: Black Monday game to the specific interests of our target audience. Reflecting the diversity within the game and the passion of Emap’s audiences.”
The campaign activity was planned in partnership with Manning Gottlieb OMD. Emap Advertising recently secured a deal to promote Buena Vista International’s latest film release, Ella Enchanted, with a three month cross-media campaign.
The six-figure campaign centred around the creation of a bespoke magazine, Enchanted Teen, to be given away free with more than 200,000 copies of flagship pop gossip and music fortnightly Smash Hits (see Emap To Create Bespoke Magazine For Film Promotion).
Emap: 01733 568 900 www.emap.co.uk
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