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SONY PICTURES HOME ENTERTAINMENT PARTNERS NUTS FOR FIGHT FACTORY DVD LAUNCH!
September 3, 2008
IPC Ignite Sponsorship & Brand Solutions the team responsible for generating truly innovative and creative advertising solutions across the award-winning Ignite portfolio has partnered Nuts with Sony Pictures Home Entertainment for the launch of Fight Factory.
Fight Factory a new range of action DVDs from Sony Pictures will be supported by an integrated cross-platform campaign featuring a series of bespoke advertorials in Nuts and a dedicated micro channel at www.nuts.co.uk running throughout September.
The print campaign themed We Train for the Pain sees action legend Dolph Lundgren donning his tightest Nuts t-shirt to recreate some of the great action moves of all time on our hapless Nuts man in the Fight Academy.
The print creative also drives traffic to a dedicated online micro-channel www.nuts.co.uk/fightfactory rich with specially created content:
- Tailored trailers for classic Fight Factory titles starring Lundgren, Jean-Claude Van Damme and Wesley Snipes, updated every week
- Nuts Girls' Defence Class fight fans can see Nuts babes practicing a sequence of kick-ass self-defence moves
- Top Thumps profiles of action legends and specially selected clips of the very best in slam-down action moves from Fight Factory titles
- Additional exclusive Fight Academy content featuring Dolph Lundgren putting our Nuts man through his paces.
Fight fans are also invited to create and upload their own 10 second action clips, showcasing their own best moves in a competition running through September which will see every entrant pick up a copy of a classic Fight Factory DVD. Meanwhile the ultimate Nuts Fight Factory winner will walk away with a state of the art home entertainment system.
The partnership was developed by Lucy Croxford and Nisha Prasad from MGOMD with Rob Hunt, Brian Nugent and Bandi Manzini from Ignite Sponsorship & Brand Solutions.
Jordan Peters, group product manager, Sony Pictures Home Entertainment, says: The Ignite team came up with and delivered an idea that hit every objective we needed and really made us laugh. The combination of using our star, Dolph Lundgren, the Nuts girls and what should be some highly entertaining UGC gives us a genuinely interesting and engaging campaign. We can't wait to see Britain's young men show us their moves!
Rob Hunt, Ignite Sponsorship & Brand Solutions manager, adds: Running a month long campaign for these fantastic Fight Factory releases ensures the activity will engage all our readers. Nuts has developed a video upload functionality to its site for the first time creating a truly interactive experience for users and we're confident the depth of creative content in this cross platform campaign will really deliver for both Fight Factory and the Nuts audience.
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FOR MORE INFORMATION PLEASE CONTACT:
Chris Taylor, head of media relations, IPC Media on 020 3148 5406, 07980 221942 or email chris_taylor@ipcmedia.com
