The range of DVDs, called Fight Factory, will be supported by a cross-platform campaign featuring a series of tailored advertorials in Nuts and a dedicated micro channel at www.nuts.co.uk.
The print campaign, themed "We Train for the Pain", will see Dolph Lundgren, wearing a Nuts t-shirt, recreate action moves from the movies he has starred in.
As part of the tie-up, fight fans are invited to create and upload their own 10-second action clips, highlighting their own best moves in a competition running through September.
Contestants will win a Fight Factory DVD, while the overall winner will pick up a state-of-the-art home entertainment system.
The deal has been created by IPC Ignite Sponsorship & Brand Solutions.
John Reynolds, Media Week, 03 September 2008, 12:05pm
Nuts launches cross-platform campaign for action DVDs
LONDON - IPC lads' weekly Nuts has signed a commercial deal with Sony Pictures to advertise its new range of DVDs featuring action legend Dolph Lundgren.
Action man: Dolph Lundgren stars in Nuts DVD campaign
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