The deal is the largest of its kind in 2012 for Spil Games, the global leader in online gaming with over 180 million monthly active users.
James Males, Managing Director at Spil Games UK, said,“We’re delighted to be working with Universal Pictures and MediaCom to launch this integrated international campaign for ParaNorman, tailored to our targeted audiences. Our campaign is focused on engaging film fans in a fun and captivating way. Features like the zombie games, which were specifically set up for this campaign, will drive user interaction, resulting
in longer dwell times and increased awareness of the film within the target audience.”
From Monday 27th August, the campaign will go live in the UK. The campaign is a series of firsts for Spil Games: it’s the first to have a complete suite of integrated options, including game hubs, avatars, and new game categories, running across all three of Spil Games’ UK properties: GirlsgoGames.co.uk, Agame.com, and Games.co.uk/.
This is also the first time Spil Games has developed a fully integrated campaign that employs both advertising and highly visible editorial placements on all three social-gaming platforms’ homepages to drive traffic to branded game hubs and integrated content.
Release dates will be staggered across 22 markets in Europe, Latin America, and the Asia-Pacific region. Mexico launches first on the 17th of July, followed by France, Germany, and the UK, and ending with Australia and New Zealand, which release in January 2013. The campaign will run to January 2013.
The integrated campaign is focused around a fully branded microsite, which includes the trailer, film synopsis, image gallery, exclusive ParaNorman avatars for Spil Games, a selection of zombie games, and a host of downloadable assets for kids.
Editorial and media positions will focus on driving users to the microsite and to a brand new zombie gaming category, brought exclusively to gamers by ParaNorman.
Chris Massey, Director of Digital Media, Theatrical Universal Pictures, says,“With their huge global reach and audience-centric approach, Spil Games was the perfect match for the ParaNorman campaign. There is a real synergy between the film’s content and the interests of the engaged users on Spil’s platforms.”
For further information or to speak to a Spil Games spokesperson, please contact Sally Plant at Bite Communications, at 020 88 343406 or spilgames[.]bitecommunications.com.
About Spil Games
Spil Games’ mission (spilgames.com) is to unite the world in play through a localized global network of online social-gaming platforms tailored to girls, teens and families. These platforms, which include GirlsgoGames (for girls between 8-12) are localized in 15 languages, and entertain more than 180 million monthly active users from around the world each month. These platforms host popular casual and social games which encourage players to connect and challenge themselves and each other while sharing their creativity. Additionally, Spil Games is present on mobile devices through browser-based and native application versions of the company’s targeted social-gaming platforms.
TED@MediaCom specialises in fast-paced communication planning to maximise return on investment for many entertainment and lifestyle clients including Universal Music Group, Universal Pictures, Electronic Arts, Nikon and Merlin Entertainment. Our “Innovation justified” philosophy drives our strategic approach, focusing on highly creative solutions for our clients, grounded in up-to-the-minute insights born out of “real-time” data analysis through our custom built dashboards. At TED@MediaCom, we pride ourselves on being thought leaders across technology, digital marketing & media so vital to the success of our client’s business. The TED Triangle operates out of the 3 most advanced entertainment global markets, namely London, Sydney and Los Angeles providing invaluable knowledge and ideas sharing opportunities to help drive local success.