LoveFilm.com teams up with Hardys for six-month promotion

LoveFilm's homepage will feature a link to the Cannes microsite, which will also be promoted with targeted online advertising on banners, skyscrapers and MPUs.

As part of the Hardys promotion, spots on the microsite will offer users the chance to win a year's supply of Hardys wine by predicting the winner of the festival's main Palm d'Or award.

The Cannes microsite will also provide direct links to Hardys' official website where users can find more information on the brand's range and heritage.

Cannes Film Festival runs from May 14-25, however LoveFilm's and Hardys' partnership will extend to the end of this year with Hardys presenting a monthly themed film collection on LoveFilm.com to link with selected wines.

LoveFilm members will also be offered money-off coupon inserts distributed in rented titles.

Dionne Georgiou, LoveFilm's advertising sales manager, said: "We're really excited about our link with Hardys -- for many of our members, the love of film and fine wine goes hand in hand, so it's an incredibly natural association that is going to grow over the next six months.

"We're also looking forward to reporting back to the LoveFilm community on a daily basis as the action unfolds in Cannes this year."

The deal was brokered by media planning and buying agencies Unanimis and Zed Media.