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UIP AND YAHOO! EUROPE CELEBRATE VICTORY WITH WAR OF THE WORLDS
As the first Pan-European campaign for UIP, the film will simultaneously take over Yahoo!'s front page in the UK, Germany, Italy and Spain on Thursday 10th February. The campaign will be run intensively over four days, preceded by a teaser campaign throughout the Yahoo! site. Creative executions, custom built by the Yahoo! ad-technology team, will link the user through to a full screen stream of the trailer - the first time a true full screen experience has been used in Europe.
Andrew Brown, VP International Media and Promotions at UIP comments, "At UIP we are constantly striving for innovation in channel planning. The web is obviously a source of rich potential and we aim to balance cutting edge technology with traditional planning diligence to ensure effective reach."
"Yahoo!'s large reach makes it an ideal platform to support the launch of this blockbuster," said Alison Reay, Yahoo! Pan-European Sales Director "Having launched the first ever full length movie trailer last year, we're pleased to offer yet another media first with full screen trailer steaming. UIP is a leader the industry in appreciating the potential for movie marketing online. No other medium can get trailers into people's homes on demand so effectively and generate such interest in a campaign."
Tom Johnson, Partner, Hyper Happen, who brokered the deal added, "We're committed to making UIP a leader in digital marketing and this latest deal is testament not only to the huge potential for film promotion online but sets the scene for movie marketing across a variety of additional digital platforms."
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Notes to Editors:
According to TNS, of all the time spent by 15-34 year olds consuming media (newspapers, magazines, TV, radio and online), just under a quarter (23%) is spent online
Recent research revealed that TV faces the biggest threat from the internet, with Jupiter research in December 2004 showing that 27% of European internet users have reduced the time they spend watching TV in favour of the web in 2004.
For more information on this announcement and to arrange an interview with Ali Reay, please contact:
Charlotte Greaves, Cohn & Wolfe. Tel: 020 7331 5300
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