Paramount runs major marketing campaign across digital platforms for Transformers
Paramount Pictures has launched a major digital marketing push to promote its summer blockbuster Transformers: Revenge of the Fallen.
The activity, which includes viral films, mobile, red-button TV, PlayStation Home and augmented reality advertising, promotes the sequel, which goes on general release in cinemas on Friday.
Transformers is considered a flagship franchise for Paramount, with the original 2007 movie grossing $708 million globally. The studio is keen to build on this with a broad marketing campaign that attracts audiences from beyond the family market.
Virals of spoof casting videos featuring household electrical goods auditioning to be in the movie will be distributed online.
An augmented reality site replaces the user’s head with Transformer Optimus Prime’s and also features voice distortion to allow them to sound like the robot. A hidden logo directs them to download footage of the Decepticon invasion of Earth.
The campaign also includes two fake blogs, which feature in the movie, in a bid to blur the boundaries of film and reality. The blogs will distribute a range of editorial, audio and video content to build an ongoing conspiracy campaign in key markets.
Paramount has also kicked off a treasure hunt for PlayStation 3 owners in the Home social gaming community. Gamers can stream the trailer and are encouraged to find posters hidden around Home to unlock a series of games. This is complemented with an online game called Starscream Showdown.
Other activity includes social network kits, which will allow fans to build banners to embed in their profiles and RSS feeds.
Heath Tyldesley, director of international interactive marketing at Paramount said, “It’s very important to be reflective of the brand. The production values are very high so we had to replicate that.”
Source: New Media Age
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