Sony Pictures launches online campaign for Surf's Up

by Jacquie Bowser, Brand Republic 30-Jul-07, 09:50

LONDON - Integrated agency Spinnaker is launching a digital campaign for the release of Sony Pictures' computer-animated film 'Surf's Up' on August 10.

Spinnaker is using video-streaming emails and multiple online ads, across sites such as CITV, AOL kids, Yahoo and Jetix, to attract attention to the new film, which is targeted at seven- to 12-year-olds.

The agency has designed homepage takeovers featuring the film's main characters, which are seen surfing through the leader board and skyscrapers. This is followed instantly by two surfboards floating in with screensavers and buddy icons ready to download; if the viewer clicks on specific characters they can also hear them talk.

The aim is to direct the user to the film's website, which has many competitions, activities and games, included one called 'Fresh Catch' where you need to catch as many fish as possible in 45 seconds.

Natalie Wilkie, account director at Spinnaker, said: "Working with any animated film is always fun as the team are able to produce some really creative work using great assets.

"We created ads with lots of interaction, animation, video and sound bites allowing the child to meet the characters before even seeing the film."

Manning Gottlieb OMD is handling the media planning and buying.