Universal offers American Pie fans chance to direct own saucy show

by Emma Rigby Revolution UK 02-Nov-05, 15:00

LONDON - Universal Pictures International has invited users to direct their own online adult movie to promote the DVD release of 'American Pie Presents Band Camp'.

The first execution in a two-pronged viral campaign lets users direct a naughty 'American Pie' movie at bandiesgonewild.com.

They can choose from a variety of saucy scenes, scantily clad extras, audio clips and special effects. Users drag and drop the different Flash elements onto a timeline and then personalise the movie. The idea ties in with a core storyline from the film.

Users can then forward their work by email with their name in credits.

A second viral execution, called "Cheerleader charmer", at cheerleadercharmer.com invites users to accurately select the notes being played from a flute in order to encourage a dancing cheerleader to remove her clothes.

The campaign was developed by interactive marketing agency, New Media Maze.

Christophe Deguine, marketing manager at Universal Pictures International, said: "Online is now a key platform to engage with our core audience for the fourth instalment in this best-selling franchise. This is exactly the kind of salacious and fun viral content that taps into the heart of the 'American Pie' movies and should help massively to drive awareness and retail uptake."

Dave Smith, director at New Media Maze, added: "The risque humour in the movie has allowed us to create something that is cutting edge, and edgy in its own right.

"It's every red-blooded lads' dream to direct their own naughty movie, and this 'Band Camp' viral marketing campaign allows them to do just that."

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