Sony Pictures promotes Surf's Up with Piczo homepage deal

by Hayley Pinkerfield, Revolution UK 03-Sep-07

Sony Pictures is targeting teenagers via social networking site Piczo to promote its animated film Surf's Up. The deal includes a two-day homepage takeover, featuring characters from the film. Users can also visit a branded special at www.surfs-upmovie.piczo.com to view a video trailer, download wallpaper and buddy icons, and leave messages for friends.

The deal was brokered by Microsoft Digital Advertising Solutions (MDAS).
Manning Gottlieb OMD managed the campaign.

MDAS claims to have signed double the number of entertainment campaigns

in the period May to August 2007 than it did in the same period in

2006.

Josh Heaton-Armstrong, digital marketing manager, Sony Pictures
Releasing UK, said: "Piczo is a brilliant place to reach the youth
audience targeted for Surf's Up - planned activity delivers both
awareness and interaction. Opportunities like this provide
cost-effective and unique ways to engage our target demographic."

Mary Hunwick, entertainment and media category manager, MDAS, said:
"Advertisers using Piczo can use branded video and downloadable content
that adds value to the users' experience."

Although entertainment brands were among the early adopters of digital
advertising, the sector has not been investing in the medium to the
extent of other industries. It spends five per cent of its marketing
budget online, with the overall industry average being 11.4 per cent.
(IAB/PwC, April 2007).