BLM QUANTUM UNVEILS CAMPAIGN FOR NEW PATHÉ FILM “TORMENTED”.

Social media and mobile marketing at heart of integrated campaign targeting 15-19 year olds
Competition on Facebook to reward groups of friends with exclusive access to the Leicester Square premiere
http://www.blm.co.uk
http://www.pathe.co.uk
http://apps.facebook.com/tormentedmovie/

BLM Quantum, agency of the year and Arena BLM’s digital media specialist, has created an integrated media campaign with a strong social media and mobile marketing focus to support the launch of Pathé’s latest film “Tormented”, opening in UK cinemas on 22nd May. 

The film is a scary high school movie starring Alex Pettyfer as a merciless bully who teases anyone considered a ‘loser’. The story sees a young overweight boy, taunted so badly that he committed suicide, come back as a zombie ghost to seek revenge on his ex-classmates. The film also stars ex-Skins cast members April Pearson and Larissa Wilson.

BLM Quantum and Pathé have created a social networking application running through the Tormented fan page on Facebook to drive awareness and excitement of Tormented amongst a key audience of 15-19 year-olds and to drive and sustain viral activity up until the film release. The application will be promoted through sophisticated two-stage messaging of 30,000 mobile phone users within the target audience group.

Facebook
At the heart of the campaign is the Tormented movie fan page on Facebook. The competition encourages groups of people to show how much fun they have on a night out to win a chance to party with the cast and attend the exclusive Leicester Square Premiere.

Groups will gain points for posting status updates, links and photos to their individual profile which prove they have the most fun! The application (built by Nudge) calculates your score based on the content you’ve uploaded and the groups with the highest points will secure places at the premiere and after show party.  By encouraging and rewarding maximum activity the application will ensure a continued viral effect.

BLM Quantum is running targeted events and fan page banner adverts across Facebook to push traffic to the Tormented Facebook page. 

Mobile Campaign
The campaign will be driven by an interactive SMS targeted directly to 30,000 15-19 years olds, booked through Blyk. Recipients will be intrigued by the question ‘Want an invite to the party of the year?’ Those who respond with a yes will receive an MMS with an image and audio message from April Pearson, if they are male or Alex Pettyfer if they are female.

The MMS will link to a WAP site. This will be followed by an additional follow up message to the respondents inviting them to visit the WAP site and letting them know when the film goes live and directing them to the Facebook fan page.

Seeding and Other Online
Other online activity includes viral seeding and display advertising across various sites including Kiss, Kerrang, NME, MTV and E4.

Offline: TV, Print, Outdoor
The movie is also being supported offline with a TV campaign and targeted six sheets billboards, together with a print campaign on Metro, New and STAR Magazine.

Laura Langthorne, Account Director at Arena BLM, said: “We have developed a brand new campaign that gets right to the heart of the target audience. Using their media; mobile and online, we have created a new competitive community, creating constant user engagement which will ensure continued viral presence right up until the release of the film.”

Ends

For more information contact Mark Terry-Lush or Naomi Attard on 01452 760 147 or 07740 432 112 Email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

About Arena BLM
Arena BLM was launched in 2008 following an investment from Arena Media Communications, part of Havas Media. Founded in 1990 BLM is the only media agency to have won five IPA Advertising Effectiveness Awards. In 1998 it launched digital agency, BLM Quantum growing to be the UK's second biggest independent digital agency. In 2008 BLM Quantum was voted Digital Agency of the Year for their second tear running. BLM also comprises of BLM Azure, a specialist in the toy and kids sector that was launched in 2002. In 2006 the company acquired Red Media, a media specialist focusing on the premium and luxury sector, to create BLM Red. Arena BLM's clients include: Bulgari, Character Options, The COI, Dolland & Aitchison, Domino's Pizza, Setanta Sports Network, MBNA, Pathe Films, Paul Smith, Scotts Miracle-Gro Company, Suzuki, Thomas Cook, T-Mobile, TK Maxx and Young's Seafoods.

Arena is Havas Media's fastest-growing tailor-made communications network and now operates in 8 markets: UK, Spain, Portugal, France, Mexico, Argentina, Chile and Colombia. In most markets established prior to 2008, Arena is ranked within the top five agencies. Arena's global client list include brands such as Santander, Movistar (Telefonica), Wal Mart, Bwin, Damm Group, Aero Mexico, Bebidas, Fox Channel, Paris, Bayer, Parmalat, Quala, Pritty Cola, Comunidad de Madrid (feria de artesania &Plan Fico, and Cetelem) and Mitsubishi.