Sony backs Resident Evil movie with online campaign

by Jacquie Bowser, Brand Republic 05-Oct-07, 11:05

LONDON - Sony Pictures is supporting the launch of its 'Resident Evil: Extinction' movie with an online campaign, created by digital agency Spinnaker.

'Resident Evil: Extinction' is the third film in the series, based on the hit zombie-battling console games.

The movie rejoins hero Alice, played by Milla Jovovich, returning for a third outing in the fight against the evil Umbrella Corporation, by teaming up with a heavily armed desert convoy.

The campaign will feature multiple online ads and homepage takeovers, on sites including Nuts, NME, Monkey and The Sun Online.

The ads centre on a close up shot of Alice's eye with the Umbrella Corporation logo flashing across her iris. The Umbrella logo is a long running feature of the games and the films.

The unusual eye creative has been designed as a teaser for users not familiar with the franchise, encouraging them to interact with the online ads.

Some of the ads will feature short videoclips of exclusive content from the film, as well as links through to a 'Resident Evil: Extinction' online game.

Natalie Wilkie, account director at Spinnaker, said: "We feel that content-rich online ads are central to the future marketing for Sony Pictures. Providing consumers with unique content without interrupting their browsing experience is key to building a lasting positive relationship with fans of film."

'Resident Evil: Extinction' opens in cinemas across the UK from October 12.

Josh Armstrong, digital manager of Sony Pictures Releasing, said: "Spinnaker's online creative executions work well in both tapping into the relationship existing fans have with the franchise and provoking interest and interaction from those not already familiar with the films."