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Universal Pictures UK Appoint New Media Maze To Promote UK Release of ‘Meet The Parents Video and DVD.
Universal Pictures UK have appointed New Media Maze http://www.newmediamaze.com the Interactive Marketing Consultancy, for the online promotion of the UK release of the Universal Studios & Dreamworks box-office smash Meet the Parents for both Video and DVD.
For release from 22 October 2001, London, UK
Universal Pictures UK Appoint New Media Maze To Promote UK Release of ‘Meet The Parents Video and DVD.
22 October 2001, London, UK
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Universal Pictures UK have appointed New Media Maze http://www.newmediamaze.com the Interactive Marketing Consultancy, for the online promotion of the UK release of the Universal Studios & Dreamworks box-office smash Meet the Parents for both Video and DVD.
The offline marketing for the star-studded movie starring Robert De Niro and Ben Stiller commenced on the 8 October 2001 and has been running for three weeks. The offline push has included the use of radio to announce the release of the film and competitions and promotions that will be accompanying it.
The online promotion push by New Media Maze officially launches on the 22 October 2001 and will be running for one month.
The online marketing will be lending itself to various online mediums utilising streaming online trailers, viral and email marketing, microsites and online promotions and competitions.
The primary aim of this online campaign is to create awareness and data capture for future marketing. The click-throughs are secondary to Universal Pictures. The main focus is the exposure of the popular film, informing the target audiences that the film is out to own on Video and DVD from 22 October 2001.
New Media Mazes, Business Development Director, Dave Smith, explains, "We decided to link up with a third-party site which is CapitalFM to take the product to the traffic, rather than try and drive the traffic to the product."
CapitalFM built the four-page microsite, which is promoted from the home page of their website at http://www.capitalfm.com/ with a direct link through to the micro-site http://www.capitalfm.com/webClient?guid=5981.
New Media Maze is also incorporating two competitions capturing data and enticing the target audiences to interact with the brand.
Smith explains, "The first is a simple A/B/C style competition where the winner of this competition will win a Sony WEGA 32" TV. The second is a lie detector viral marketing game that has been specifically created for Meet the Parents, which is exclusive to CapitalFM. This is to encourage audiences to interact with the brand and then pass it on, where they can win Videos and DVDs."
After playing the game individuals are invited to leave their name, email address etc., if they would like to be in with a chance of winning a copy of Meet The Parents on Video or DVD.
Julianne Reynolds, New Media Mazes Account Director, comments, "The email marketing and management of this element of the campaign is something that we will be monitoring with interest.
We drilled right down into the data to achieve perfect fit demographically to seed 26,000 individuals that requested to receive information of this nature. We are sending out both a HTML email with text back, that pings the recipients email. This means that if the recipients are not using software that doesnt support HTML, then they will receive the plain text version instead.
The message is clear and succinct describing the product with direct links to the competition and viral game on the CapitalFM site, which is another traffic driving exercise."
Reynolds, adds, "Its a good partnership and we are also receiving on-air mentions, with our first mention being on 9 October 2001 during the drive show at 07:45am, with a second mention in the evening. Foxy plugged the competition and title, hitting people at Capitals busiest time, so its fantastic exposure and we are expecting further announcements."
Emily Connochie, Universal Pictures spokesperson says, "Meet The Parents was a great film at the box office and as extremely popular with 15.7 million UK cinema goers experiencing the block-buster. We believe the off and online integrated campaign is going to greatly assist in the recreation of interest for the Video and DVD, which buzzed around the film just like it did for the big screen.
Universal Pictures believes that its targeted and well-executed campaigns constantly help us to further understand our online audiences, and address how we can market to them more effectively for future releases."
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----Notes for Editors-----
Screenshots and the HTML email creative are available. Please request these.
The microsite is located at
http://www.capitalfm.com/webClient?guid=5981
The viral game is located at
http://www.capitalfm.com/staticweb/EdFeatures/MeetTheParents/game.html
[long URL, you may have to cut and paste this]
The competition is located at
http://www.universalpicturesVideo.co.uk/mtp/mtpcompetition.htm
which is the next stage after playing the lie detector game.
New Media Maze Clients:
Universal Pictures UK, Universal Playback, Vision Video Ltd, (VVL) Universal International, Columbia Tristar, Crazy Shark, Sony Music, EMIChrysalis, Interlotto, Linakers, 50/50
-----Contact-----
Tim Gibbon, PR Consultant, Email: newmediamaze@elementalpr.co.uk, Telephone: 020 8586 5767, Mobile: 07930 375663 Fax: 0870 1308135, Website: http://www.elementalpr.co.uk
Julianne Reynolds, Account Director, Email: julianne@newmediamaze.com
Dave Smith, Business Development Director, Email: dave@newmediamaze.com
Bristol Office: Website: http://www.newmediamaze.com, Email: info@newmediamaze.com, Telephone: 0117 311 3999, Fax: 0117 924 9930, Address: New Media Maze Ltd, 8 Brunswick Square, Bristol, BS2 8PE
London Office: Website: http://www.newmediamaze.com, Email: info@newmediamaze.com, Telephone: 0207 422 0041, Fax: 07092 259207, Address: New Media Maze Ltd, Room G101A, Directors Block, The Old, Truman Brewery, 91 Brick Lane, London, E1 6Q
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