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Specialist digital and direct marketing media agency, Zed *, will be working with United International Pictures (UIP) handling online media planning and buying for the launch of its new production; Shrek2.
Zed has created an online strategy which will see MSN’s Instant Messenger Service overhauled promoting the new movie. The campaign launching on 12 June and running for three weeks, allows MSN users to download Shrek2 emoticons, user tiles and wallpaper for their Instant Messenger facility.
The campaign will kick off with the Shrek 2 trailer running on the MSN Today Homepage and will encourage users to download the new characters and backgrounds from the Shrek2 microsite, that can be accessed from MSN Today and age targeted placements in Hotmail. Creative work was handled by Feref.
The campaign follows Zed’s ongoing work for UIP, including its recent Van Helsing promotion. The Van Helsing campaign ran on the Yahoo homepage and saw the films ‘Wolfman’ character claw the Yahoo homepage to shreds prior to the showing of the Van Helsing trailer. The campaign reached three quarters of a million users in one day.
Steve Hunt, Senior media manager at UIP: “Internet has now become valuable at delivering volume of audience combined with unrivalled interaction that will help deliver the film experience.’
Marco Bertozzi, Commercial Director for Zed comments: “We have planned the Shrek2 online campaign, as with other films to align closely with the offline activity UIP has created, maximising impact through a cross-media strategy. By taking this campaign online, it allows the user to interact with the film, and helps create a unique and memorable online experience.”
*Zed is part of the ZenithOptimedia Group
Published on: 12:00AM on 3rd June 2004