Spotify part of integrated film marketing campaign
Twentieth Century Fox is launching an integrated campaign to promote its new romantic comedy, (500) Days of Summer.
It will see music streaming service Spotify, Absolute Radio and Shortlist magazine involved in the marketing push.
The national campaign, going live this week, will be targeted at 16 to 34-year-olds in the lead up to the movie’s launch on 2 September.
There will be film, radio, press and online activity. Consumers will be driven to a microsite, hosted by Absolute Radio, where they will be given the chance to win a “Golden Ticket” to UK festivals next year.
Listeners will be encouraged to head to the site where they will be invited to create a Spotify playlist reflecting the emotions people feel at various stages of a romance. The best playlist will be chosen as the Golden Ticket winner.
Additionally, Absolute Radio DJs including Christian O’Connell, Geoff Lloyd and Jo Russell will create their own relationship playlists, asking listeners to call in to identify the track names and artists in order to win a pair of gig tickets.
Jennifer Tang, Twentieth Century Fox media promotions manager at 20th Century Fox, adds: “To be able to bring three leading media brands together in one campaign is such an exciting prospect, and the first time that we have worked this way promotionally for a film release.”
