New Media Maze to Promote Monster Legacy DVD Boxsets

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New Media Maze http://www.newmediamaze.com, the full-service digital marketing agency is to promote Universal Pictures VideoÂ?s http://www.universalpictures.co.uk The Monster Legacy DVD Collection boxsets.

New Media Maze http://www.newmediamaze.com, the full-service digital marketing agency is to promote Universal Pictures Video’s http://www.universalpictures.co.uk The Monster Legacy DVD Collection boxsets.

Universal Pictures Video will be re-releasing its classic monster movies in special edition multi-DVD Monsters Legacy boxsets from 25 October 2004. The boxsets, which are exclusive to the UK, will make a fantastic addition to any horror fan’s collection in wake of the Halloween season.

The online marketing campaign for the release of The Universal Monster Legacy DVD Collection includes the three classic original films; Frankenstein, Dracula and The Wolf Man. The set also includes fourteen additional movies, most of which have never been previously available on DVD.

The campaign which starts from late October 2004 and runs through to mid November 2004, is to be targeted at core DVD buying audience of males’ aged 25 plus; encompassing horror fans and collectors of ‘old school’ masterpieces.

New Media Maze have designed and built the official ‘monsters’ microsite, which showcases the releases using Flash to stream the old theatrical trailers from the special edition Monsters Legacy boxset titles. The site also offers downloads, information on the classic films and links to the Van Helsing official website (the DVD currently being promoted by New Media Maze http://www.lycos.co.uk/vanhelsing/ which was released on the 11 October 2004), Universal Pictures Video and DVD http://www.universalpictures.co.uk/ and Universal’s TV Classic on DVD http://www.universal-playback.com/.

Michelle Byrne, Account Director at New Media Maze explains, “We have brokered a deal with MyMovies.net to become the official partner for the release and monsters microsite http://www.mymovies.net/monsters. As part of the deal, the URL will feature on the packaging and across the offline press and point of sale. MyMovies.net is driving traffic to the microsite through mail outs, as well as advertising across the site and editorial across their syndicated partner sites. This includes placing exclusive content with its major broadband partners.”

To support the microsite and digital elements of the campaign, PR, promotions and a competition are to be used to generate mass awareness of the release. Promotions will be running across websites such as 50 Connect and Classic FM, targeting the core demographic. Prizes include London Dungeon tickets plus copies of the Boxsets. The offline element will have the website URL used across packaging and in offline press.

The most challenging aspect of the campaign was making such a niche title stand out and appeal to the mass DVD buying audience as well as the niche horror fans. We have succeeded in doing this through using streaming the trailers directly into the microsite Webpages using flash which are highly engaging and quickly captures the users’ attention.” adds Byrne.

New Media Maze is an independent full-service digital marketing agency based in London, UK. Founded in 2000, the company services a broad range of blue chip clients, including some of the leading global entertainment companies such as DreamWorks, Momentum Pictures, Ubisoft, Universal Pictures Video, VCI (Channel4) and Vivendi Universal Games.

One of the few truly independent full-service digital agencies, New Media Maze provides insight into a broad range of consumer groups, strategy and implementation services for well-known B2C brands. It prides itself on its award-winning creativity, high service levels, attention to detail and dedication to providing its clients with accurate reporting of campaign results.

The agency acts as a one-stop-shop for clients, allowing them to draw on modular or fully integrated

online marketing services including: PR, advertising, viral marketing, email and mobile marketing, search engine optimisation and marketing, content deals, and affiliate marketing.

Award-winning creative services include: Advertising creative, web design, viral production, online video editing and HTML emails.

An industry first for the agency has seen New Media Maze develop an independently accredited, online PR Equivalent Media Value (EMV) calculator, enabling all its clients to calculate and evaluate their PR coverage online. This system is now being utilised by Universal Pictures and its other agencies in addition to the clients New Media Maze serves. New Media Maze also has developed an in-house online PR tool providing staff and clients with access to a comprehensive pan-European database of websites, enabling the agency to plan and implement pan-European online advertising and PR campaigns.

Recent campaigns include the development and seeding of a viral game for Ubisoft’s Splinter Cell (Late Home viral), which achieved over 800,000 views within days of being launched, attaining number one best viral campaign in the Lycos Chart, in August and September 2004. For other separate campaigns, New Media Maze has achieved number two and number three ratings for best viral campaign in New Media Age magazine, August 2004.

Rachel Hawkes, Account Executive, Elemental PR

E-mail: newmediamaze@elementalpr.co.uk    

Direct Telephone: +44 (0)870 745 9292, Mobile: +44 (0)7930 375663,

Fax: +44 (0)870 745 9293, Website: http://www.elementalpr.co.uk

Address: Second Floor, 145 -157 St John Street, London, EC1V 4PY, England, UK

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