Xfm Signs Multi-Media Promotional Deal With Paramount Pictures

Xfm has signed a promotional deal with Paramount Pictures to launch a multimedia campaign on Xfm Drivetime for the release of the upcoming movie thriller No Country For Old Men.

GCap Media’s Xfm will participate in a series of on air initiatives to celebrate the launch of the film release on January 18 2008.

Activity will run across Xfm London, Xfm Scotland and Xfm Manchester and will include pre-recorded trailers, live DJ reads and a daily on-air promotional giveaway.

The daily promotional giveaway will focus around a street based initiative. Each weekday one of the Xfm street team (styled as the film’s character Llewelyn Moss) will go out and about in each of the three cities armed with a briefcase full of (fake) cash.

To win, listeners will need to locate the character using the audio and other clues throughout the day. If the money is not won before the end of the show it is rolled over’ to the following day.

On-air and street activity will be complimented and supported by a significant online presence, including web page hotlinks to Paramount Pictures and No Country for Old Men websites, web page logos and banners.

The deal was conceived and negotiated by GCap Media’s Hannah Freeman and MEC’s James Dennis and Ian Stevens.

Steve Hunt, head of media at Paramount Pictures, said: “Using XFM for No Country for Old Men allowed us to reach our key target audience using a station that has great synergy with the edgy and quirky entertainment the Coen Bros produce.

The ‘man hunt’ promotion allowed us to immerse the listeners directly in the plot of the film whilst offering a task and reward that was tonally in keeping with the subject matter.”

GCap Media: 0207 663 7000 www.gcapmedia.com