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IPC IGNITE AND GRAPEVINE DIGITAL ON A ROLL WITH ROLE MODELS DVD LAUNCH
May 11, 2009
Leading entertainment focused agency Grapevine Digital has brokered a major content partnership with Nuts Magazine to promote the DVD/Blu-ray launch of Role Models, the latest release from Universal Studios starring Paul Rudd (Anchor Man, 40 Year Old Virgin) and Seann William Scott (American Pie, Ice Age 2: The Melt Down).
Cleverly using the existing lads mags currency of cover girl videos, Grapevine Digital has created a steamy interactive game that fully engages the Nuts.co.uk viewer, making use of this ready made audience to promote the film. The game, called Hero or Zero, gives you the chance to turn yourself from down and out to babe magnet just like the characters in Role Models, by trying your luck with Nuts favourite glamour model Kayleigh.
Matt Joslin of Grapevine Digital says; Nuts is a great destination for lads so we've tailored our approach to the platform and allowed the site users to get even more engaged with the content. Our interactive game is intrinsically linked with films tone and messages and working in this way allows us to ensure the film is in the ideal environment to maximise awareness for the release.
Playing on the films outrageous comedy and jokey-blokey nature, the Hero or Zero film will be housed exclusively on the Nuts website, and heavily promoted across the home page and in newsletters from 6th May 2009.
Keith Walker, editor of Nuts.co.uk says; The Role Models content is a brilliant fit for our users; it's funny, engaging and sexy. Grapevine understood the tone and style of Nuts instantly and has produced an innovative feature that our users love.
All video for the campaign was filmed and post produced by Hey Buddy TV, specialists in youth and brand oriented video content. This project is part of a strategic partnership between Grapevine Digital and Hey Buddy TV specifically to cater for the growing demand for video content within digital marketing.
Role Models is released on DVD/Blu-ray on 11th May 2009.
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www.grapevinedigital.com
www.nuts.co.uk/rolemodels
For images and interviews contact the press office:
PR4: Catherine Chapman, Chrissie Wright
T, 0207 637 1237, E, catherine@pr4.com
NOTES
With over 10 years experience developing digital strategies and implementing award winning campaigns, Grapevine Digital are interactive marketing specialists across a range of industries and sectors
IPC Media Limited. Registered Office: Blue Fin Building, 110 Southwark Street, London SE1 0SU. Registered in England and Wales no. 00053626.