Universal Pictures to turn net green for Hulk DVD launch

by Jennifer Whitehead,, Brand Republic 08-Oct-03, 08:00

LONDON - The internet is set to go green in a promotion for the release of 'Hulk', Ang Lee's live-action film starring the superhero with anger management issues.

Universal Pictures UK has appointed New Media Maze to handle the online aspect of the launch. The campaign centres on a concept called "Hulk Rage Week", which will help people to get in touch with the raging green giant that lurks within us all.

As part of the campaign, 20 yet-to-be-named sites will be stained green for the day of the DVD's release, November 17. This activity is to be backed up with an online PR campaign and advertising on the movie website My Movies, while Virgin.net will host the official DVD microsite.

New Media Maze will handle the media planning and buying, as well as the creative execution. Along with the advertising, there will be a web competition to find the UK's most "Incredible Hunks", with the winner to appear in a special advent calendar.

"It's fair to say the film unperformed against expectations at the box office, but is set to deliver huge sales for us on video and DVD, as it's a prime example of the type of film that people like to own in their collection," Rupert Fleming, product manager at Universal Pictures, said.

"The campaign is the result of the joined-up thinking that we pride ourselves on at Universal Pictures, bringing together key agencies to work together around a central theme. Rage week is going to be high impact across all media," he added.

New Media Maze is set to handle the online media for the launches of Universal Pictures DVDs '2 Fast 2 Furious', 'American Pie: The Wedding' and 'Old School'.

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