SevenOne Media, SevenOne Interactive and Bauer Media develop tailor-made ad form for TV, print and online
June 2004
To the start of the DreamWorks-production 'Shrek 2' the movie distributor United International Pictures [UIP] starts an extensive cross medial campaign. The campaign is based on a special advertising form which has been developed by SevenOne Media for TV and adapted for online and print by SevenOne Interactive and Bauer Media. The main characters of the animated blockbuster act as advertising motives of the campaign, which starts on June 12th, 2004. Media agency is Mediaedge: cia., Frankfurt:
The movie figures move all over the screen as exempted motives in the TV- part of the campaign. In addition, a crawl on the lower side of the screen points to the cinema start on July 1st, 2004. The 10-seconds splitscreen- spots will be aired from Monday to Friday four times daily in the context of the ProSieben programs 'Sam', 'taff' 'Galileo' and 'tv total: EM spezial'. On Saturdays the Shrek figures will appear during the DreamWorks series 'Chaos City' on ProSieben.
On the Internet UIP is supported by streaming formats on ProSieben.de, which strongly draw the attention to the cinema start of Shrek 2. In addition, the online ad form “Powerlayer“ is activated during the whole campaign period.
The cross medial concept will be rounded off by “Post-it” notes. The notes in form of Shrek figures will be stuck on the rubric “Kinoplaner” [cinema planner] in the issue 14 / 04 of the program guide “tv14” by the Bauer Verlagsgruppe.
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