MSN: Competition stokes digital fervour for "Angels and Demons" movie release

This pre-release online marketing campaign targeting 18-to-45-year-olds for the New Zealand release of Angels and Demons, the Sony movie, helped its box office performance.

MSN: Competition stokes digital fervour for “Angels and Demons” movie release

SUPPORTING CONTEXT GIVES ONLINE COMPETITION EXTRA LEGS

BRIEF: Maximise movie pre-release interest for thriller Angels and DemonsCLIENT: SonyTARGET AUDIENCE: 18-to-45 year oldsPLATFORMS: MSN.co.nzAGENCY: Starcom Worldwide

Campaign overview

Some might describe movie pre-release marketing as formulaic, starting with the phrase popularly recognized for its gravelly delivery: “In a world …”. But these days left field promotion, particularly online, plays a more crucial role. More than just another channel, shrewd movie marketers seek out online properties that draw the right audience and offer contextual support.

The...

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