MySpace, Pearl & Dean and VBS net debut joint deal

MySpace, cinema sales house Pearl & Dean and TV sales house Viacom Brand Solutions (VBS) have signed their first cross-platform deals as the “Screen” alliance of media channels.

Harry Brown

The media companies’ Screens offering has been taken up by film distributor Lionsgate Films to promote the forthcoming release Harry Brown and the charity NSPCC.

The ‘Your Manor’ campaign for Harry Brown, which features Michael Caine, will target young men aged 15-25 and runs from today (2 November) to 15 November.

The cross-platform activity will showcase the film’s portrayal of urban violence on the inner city estate where Harry Brown lives and the thugs who intimidate and rule it.

Viewers will be told to be thankful they don’t live on the estate and encouraged to upload footage of their area, their friends, what they like about it, and what they don’t like to a dedicated area on Myspace.com. These short films will be broadcast across the MTV channels as well as on MySpace.com.

The winner will receive a camcorder and tickets for themselves and five friends to see the film.

The NSPCC deal runs across VBS channels, embracing MTV, VH1 and others, and Pearl & Dean cinemas and will encourage parents to send personalised letters to Santa in return for a suggested donation.

These are the first deals to come out of the ‘Screen’ partnership between MySpace, VBS, Pearl & Dean since it launched in June this year. The partnership was conceived to enable cross platform advertising and these deals were brokered by Mediaedge:cia.

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