LOVEFiLM, Europe’s leading film&TV, digital and DVD rental subscription service with over 67,000 titles, has teamed up with world-renowned publisher Rockstar Games, makers of Grand Theft Auto, in a major marketing drive to promote its new western-inspired action adventure game Red Dead Redemption.
The first ever marketing partnership between LOVEFiLM and Rockstar will use multi-channel activity to promote the PS3® and Xbox 360® title for its release on 21st May, involving online activity as well as direct marketing initiatives.
LOVEFiLM has created a bespoke microsite for Red Dead Redemption, ( http://www.lovefilm.com/micro/reddeadredemption.html) which highlights the filmic influences behind the game and offers members the exclusive chance to watch John Hillcoat’s 2005 film The Proposition. Available via LOVEFiLM Player, the film starring Guy Pearce and Ray Winstone will be provided courtesy of Rockstar and marks a UK first for a games publisher giving away a digital title for such a promotion.
Other directional media will include branded newsletter sponsorship and rental, homepage and genre takeovers starting from the 13th May, which will see the LOVEFiLM website transformed with the use of the game’s eye-catching imagery.
Online activity will be supported with a run of 300,000 specially branded envelopes, distributed via rental titles in the post directly to LOVEFiLM members from 13th May.
Dionne Georgiou, Media Manager for LOVEFiLM commented:
“We’re excited to be working with Rockstar Games and their latest blockbuster game Red Dead Redemption, especially as the title is set to reinvent and revive the Western genre for the 21st Century. We’re raising the bar for this campaign and opening up the LOVEFiLM Player to give videogame and films fans the chance to watch, for no fee, one of Rockstar Games favourite Western movies, The Proposition directed by acclaimed film maker, John Hillcoat.”
Neil Stephen, General Manager for Rockstar Games commented:
“LOVEFiLM is the perfect media partner to promote Red Dead Redemption, our first open-world videogame exploration into the Western genre. Western movies played a key role in establishing film as a force of popular culture, and there have been some exceptional examples of great Westerns in recent years, many of which have gone on to influence the inception of Red Dead Redemption. We’re very pleased to be able to offer fans of both LOVEFiLM and Rockstar Games the opportunity to watch a classic Western title instantly at LOVEFiLM.”
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