Emap Extends Cross Media Promotion With XXX

Emap’s Maxpower, Zoo, Kerrang and Kiss have announced a month-long cross media promotion to launch the movie release of XXX2: The Next Level, with the “racy power of page 3” used to promote the movie in a new concept promotion.

The move will combine the power of Emap’s lifestyle and youth brands, as well as tabloid favourite, Jodie Marsh, and six other page 3 models to appear in exclusive advertorials to promote the action adventure film.

The campaign will be launched at the XXX2: The Next Level promo party, taking place tonight at the Ace Cafe in London for a massive 9,000 guests.

The Maxpower & XXX2: The Next Level Event will see world famous driver Terry Grant performing stunts on the night, alongside typical Maxpower fare: bikini clad babes in heels washing cars. There will be over 2000 merchandise give-a ways on the night including DVD’s and XXX: The Next Level branded T-shirts, pens, key rings and washable tattoos.

The event will also play host to various car competitions on the night, with prizes for those with the best sounding “flame out car”, the best sound system in a car and a prize awarded for the best modified car overall.

Commenting on the promotion, Denise Parkinson, head of film for Emap Advertising said: “The use of Jodie Marsh and six other page 3 girls is a truly media first for film advertising industry. As the exclusive partner with Sony Pictures, we are proud to launch a totally new concept film production.”

Emap has signed a number of high profile cross-media deals in recent months, including Kiss’ largest to date to promote R’n’B superstar Nelly’s UK tour (see Kiss Signed For Cross Media Nelly Promotion).

The company’s flagship men’s title, FHM, has also seen extended cross-branding, with the title signing a deal worth over £1 million earlier this year to cross-promote itself with online poker website, The World Poker Exchange (see FHM Secures Poker Deal Worth Over £1 Million).

Emap’s recent focus on cross-media deals follows rival IPC’s decision to join RSVP, an alliance of media owners, including Capital Radio and Viacom, dedicated to exploiting the cross-promotional abilities of their respective portfolios (see Media Owners Team Up For Cross-Platform Deal).

Emap: 01733 568 900 www.emap.co.uk