RSVP Alliance Secures First Cross-Media Deal
The recently formed marketing alliance between Capital Radio, Viacom Brand Solutions and IPC has secured its first integrated cross-media deal with Target NMI to promote its forthcoming film, The Butterfly Effect.
The film, starring Ashton Kutcher and Amy Smart, will be promoted prior to its release to a core youth audience of 16 to 24 year-olds with a single theme running across television, radio, online and press.
The on-air activity will see MTV create a 40-second advertorial driving viewers to a specially created micro-site where they will be able to enter a branded film competition. 95.8 Capital FM will also run a series of promotional-style spots during peak-time youth programming to promote the film’s release on 14 April.
The press campaign will see IPC Ignite re-create the online competition within its recently launched men’s lifestyle magazine Nuts and its veteran weekly music title NME. Advertorials will include images from the set of the film and will suggest aspirational items that could be bought by the competition winner.
As well ass information about the competition, the branded microsite will contain promotional material for the film, including biographies of the actors, reviews of the move and facts about the making of the picture.
Commenting on the deal, Dan Salem, commercial director at Viacom Brand Solutions, said: “This film is a great vehicle for the first brief of RSVP. The creative solution gives us the chance to show existing and future clients the capabilities for integration and targeting of specific demographics we have at our disposal.”
RSVP was formed last month to increase advertiser take-up of cross-media campaigns by pooling the planning, creative ideas and media delivery capabilities of the media owners involved. Capital Radio, Viacom Brand Solutions and IPC claim their cross-media solutions could dwarf those already being sold to advertising agencies by rival Emap (see Media Owners Team Up For Cross-Platform Deal).
Capital Radio: 020 7766 6000 www.capitalradiogroup.com IPC Media: 0870 4445000 www.ipc.co.uk Viacom: 020 7478 5240 www.viacom.co.uk
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