Wednesday, February 9, 2011— Hilversum, the Netherlands— In a media first, following the successful Despicable Me campaign, Universal Pictures International has called on Spil Games, the global online gaming leader, to be its exclusive partner to break the new movie trailer for its new live-action/animated film, HOP.
The two-and-a-half-minute trailer, which debuts worldwide today, will run across Spil Games’ online social-gaming platforms tailored to girls ( www.GirlsgoGames.com), teens ( www.Agame.com), and families ( www.Gamesgames.com) in 22 countries *, with unique visitors expected to top 30 million over four days.
“We identified Spil Games’ audience as a match for our target market in our Despicable Me campaign, and they delivered a more deeply engaging relationship with our core kids audience than traditional forms of online media could,” said Neil Wirasinha, Vice President of International Media, Universal Pictures International.“Spil’s gaming platforms represent a unique opportunity to connect more intimately with our target audiences, especially kids and parents, and we’re excited to work with them again on this exclusive HOP campaign.”
The successful Despicable Me campaign, which ran last autumn, exceeded all expectations and targets, obtaining over 50 million unique views. And the average click-through rates of 12.64% were significantly higher than the industry average of 0.05%.
The HOP site takeover will center around the new trailer, embedded in a rich-media banner in the covetable homepage position of Spil Games sites around the world, which visitors will be able to mouse over to view the trailer in full.
“We’re thrilled to be working with Universal Pictures International again,” said Nick Boulstridge, International Sales Director of Spil Games.“Our integrated Despicable Me campaign proved our value in reaching targeted, engaged audiences globally, and this new campaign demonstrates that we’re a force to be reckoned with in attracting major mainstream brands.”
The deal was again brokered by MediaCom UK.
“This agreement is a great example of how we can respond to a client’s brief with a tailored campaign,” added Boulstridge.“Creatively, we’ve devised a unique solution to meet their requirements.”
Blending state-of-the-art animation with live action, HOP tells the comic tale of Fred (James Marsden), an out-of-work slacker who accidentally injures the Easter Bunny (voiced by Russell Brand) and must take him in as he recovers. As Fred struggles with the world's worst houseguest, both will learn what it takes to finally grow up. It hits cinemas April 1.
About Spil Games
Spil Games’ mission is to unite the world in play through a localized global network of online social-gaming platforms tailored to girls (GirlsgoGames.com), teens (Agame.com), and families (Gamesgames.com). These platforms, offered in up to 19 languages, entertain 130 million unique visitors from around the world each month. In its current portfolio, Spil Games has a collection of more than 4,000 online games, which have been developed both in house and through partnerships with top-tier game developers. These casual, social games encourage players to connect and challenge themselves and each other while sharing their creativity. Additionally, Spil Games is present on the world's leading social networks through its game application, Zapapa, and on mobile devices through browser-based versions of the company’s three social-gaming platforms. For more information, please visit www.spilgames.com.
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