PlayStation2 - Great use of media integration
Day two of MSN's top 10 online ad creatives focuses on the launch of PlayStation2's new title 'Forbidden Siren' by online agency Randommedia.
To view the work visit Randommedia or click here.
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Chris Dobson, general manager digital marketing sales and trade marketing at MSN International, tells us why it deserves to be an MSN top 10:
"Randommedia successfully launched the new title game for PlayStation2's 'Forbidden Siren' by placing online at the core of the marketing campaign in order to appeal to the target audience. It was determined as the most effective way to explore cinematographic influences and get rapid word of mouth.
"It developed rich-media Flash overlays that appeared to burn a hole in the centre of selected websites, including Playstation.com (which was rolled out across Europe). In the UK, the advertising also ran on websites including Computerandvideogames.com, Bizarre magazine and Kerrang!.
"As a fully integrated online campaign, the microsite and online advertising was supported by a video email sent to 500 pan-European journalists on Halloween night and a full online PR plan to online trade, gaming and horror movie press.
"A key creative objective was to make the site evocative through suggestion and atmosphere, typical of the modern-day Japanese horror movies that the game reflects."
Results:
MSN is the exclusive sponsor of the Cyber Lions awards at this year's International Advertising Festival in Cannes. For more information visit www.europe.advantage.msn.com.
PlayStation2: Flash overlay appears as burning hole
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