Client: Paramount Pictures
Mediaedge:cia (MEC), a leading media company, is initiating a new campaign to accompany the release of G.I. Joe, a new major box office movie from Paramount Pictures.
MEC Interaction will be responsible for all digital activities around the launch and for driving interest around the film’s August 7 release. The digital activity is part of a huge above the line campaign.
The company is conducting a three week campaign, which culminates on August 16, encouraging users to interact with a wealth of digital assets surrounding the film.
Media executions have been secured to engage with the movie’s core audience of 7-18 year old males, as well as a broader blockbuster audience.
Social assets will be distributed across G.I. Joe hubs to social networking communities on Facebook, MySpace and Bebo. Videos such as GI Joe Skateboarding stunts (which we feature here), and a Delta 6 training game are seeded out via the social pages.
An Xbox hub will also allow avid gamers to personalise their experience with downloadable G.I. Joe theme packs.
“Embracing digital was crucial in bringing the world of G.I. Joe to life,” said Digital Account Manager, MEC Interaction, Mark Brennan.
“The social and in-game hubs are letting the audience use the content in any context they want, while our younger male audience can interact with the wealth of game material we’ve produced, ensuring every boy in the UK can be a part of G.I. Joe.”