Xfm Signs Second Major Promotional Deal With Paramount Pictures

GCap Media’s Xfm has today signed a second major promotional deal with Paramount Pictures, this time to support the premiere release of sci-fi action thriller Cloverfield.

Launching on January 28, the multi-media campaign will run across Xfm London, Xfm Scotland and Xfm South Wales during Breakfast and Xfm Manchester during drivetime and will include a mix of on-air, online and street based activity.

On air initiatives to celebrate the launch of the film release on 1st February will include pre-recorded trailers and live DJ reads and on the Thursday/Friday a major cash giveaway.

Monday through Wednesday, Xfm will challenge listeners to ‘name that monster’ from a mix of real and imitation sounds.

The on-air activity will be complimented and supported by a significant online presence including an interactive overlay, which will tease and entice users to find out more about the film via the film trailers, story synopsis and stills that will be available.

The deal signals the second major promotion signed between Paramount Pictures and GCap Media in the last two weeks. The first was an Xfm Breakfast Show promotion to support the release of the thriller No Country for Old Men (see Xfm Signs Multi-Media Promotional Deal With Paramount Pictures).

The deal was conceived and negotiated by GCap Media’s Hannah Freeman, Shivali Ramanandi, Tony McAllister and Steve Golding and MEC’s Dan Friel, Ian Stevens and James Dennis

Dan Friel, business director, Mediaedge:cia said: “We are extremely excited to be joining with Xfm for a second big promotion so soon into 2008.

“The Xfm audience are big movie lovers and are key to launching films such as Cloverfield. Not only have they got a great audience but the passion and creativity of the team ensure that we get unique and engaging ideas that help us build buzz about our films.”

GCap Media: 0207 663 7000 www.gcapmedia.com