Bauer launches brand campaign for Empire

Bauer Media is launching its biggest brand campaign in seven years for its movie title Empire to coincide with a special edition to celebrate the release of The Hobbit – An Unexpected Journey.

Empire's biggest campaign in seven years will celebrate The Hobbit.
Empire’s biggest campaign in seven years will celebrate The Hobbit.

The campaign will include broadcast, print, social, outdoor and in-store activity in the UK and the US. It will also include a 3D outdoor campaign in London’s Covent Garden.

It has partnered with Asda, Sainsbury’s, Morrison’s and WH Smith Travel stores to promote the title in-store. The campaign will also run across Bauer Radio and TV stations

Empire will run five lenticular covers of its December issue using images from the upcoming film, chosen by the Lord of the Rings director Peter Jackson.

The title has also attracted major advertising from LG, Sky Movies and Call of Duty Black Ops 2, who are using the special issue to kick start their own marketing campaigns. LG’s campaign marks the start of a three month partnership to promote LG Smart Cinema 3D TV across Empire’s movie Download Directory.

It is the magazine’s biggest brand campaign since its 2005 breathing Darth Vader cover.

The issue goes on sale today (26 October) and also includes in-depth editorial coverage of the film.

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