Nuts Partners Sony For DVD Launch

IPC Ignite Sponsorship & Brand Solutions has partnered Nuts with Sony Pictures Home Entertainment for the launch of a new range of action DVDs.

Called Fight Factory the new Sony Pictures DVDs will be supported by an integrated cross-platform campaign featuring a series of bespoke advertorials in Nuts and a dedicated micro channel at www.nuts.co.uk, running throughout September.

The print campaign – themed “We Train for the Pain” – sees action legend Dolph Lundgren recreating some of the great action moves of all time.

The print creative also drives traffic to a dedicated online micro-channel – www.nuts.co.uk/fightfactory – featuring specially created content.

Fight fans can also create and upload their own 10 second action clips, in a competition running through September which will see every entrant pick up a copy of a classic Fight Factory DVD. The ultimate Nuts Fight Factory winner will walk away with a state of the art home entertainment system.

The partnership was developed by Lucy Croxford and Nisha Prasad from MGOMD with Rob Hunt, Brian Nugent and Bandi Manzini from Ignite Sponsorship & Brand Solutions.

Rob Hunt, Ignite Sponsorship & Brand Solutions manager, said: “Running a month long campaign for these fantastic Fight Factory releases ensures the activity will engage all our readers.

“Nuts has developed a video upload functionality to its site for the first time – creating a truly interactive experience for users – and we’re confident the depth of creative content in this cross platform campaign will really deliver for both Fight Factory and the Nuts audience.”

IPC Media: 0870 4445000 www.ipcmedia.com