Sony Pictures leaps into social networking space

“The nature of this film lends itself perfectly to sites such as Facebook which target a younger wider audience and there is also an opportunity to download widgets and ring tones directly from the banner allowing instant interaction,” she added.

The campaign also includes multiple banner ads (approximately 16, including homepage takeovers with Emap, Channel Four and Flixter) aiming to raise awareness of the film.  These banners will generally feature trailer teasers to encourage people to click-through and watch more. All media, on and offline, has been bought by MGOMD.

An email will also be going out to the Sony Pictures database to advertise free screenings across the UK.

Josh Armstrong, digital manager of Sony Pictures, said: “Spinnaker’s online campaign brings to life the humour of the film in a clever and subtle way and we believe does everything it can to raise awareness of the film and drive audiences to theatres.”

Superbad, from producers Judd Apatow and Shauna Robertson (The 40-Year-Old Virgin), screenwriter Evan Goldberg and Seth Rogen (Da Ali G Show) and director Greg Mottola, is a coming-of-age cautionary tale about two socially inept teenage boys about to graduate from high school.   It is a story of their friendship and of their misguided attempts to reverse a lifelong losing streak with the ladies in one panic-driven night.  The film targets a 15- 30-year-old male audience and is a certificate 15.