This is not the first time that those clever chaps at i-vu have partnered with a major film studio to promote films and DVDs.
This time around the deal is with Sony Pictures Home Entertainment and the promotion is for “The Tudors Complete First Season”, on DVD, in a 3 Disc boxset.
The Tudors by the way is a a very good (and raunchy) historical television drama which was incredibly well received, at least in the UK, when it first aired on British Television (only a few months back if I remember correctly).
The campaign includes the usual 30 second advertisement and a two minute trailer (yawn unless they show the ‘raunchy bits’) which will play out on 1,650 individual interactive screens placed in 215 hair salons across the UK (including the likes of Headmasters, Burlingtons and Rush) but not of course Toni&Guy (see Saturday’s post).
There’s also an interactive element which we haven’t seen which uses i-vu’s i-frame giving customers the ability to choose what they would like to view.
The interactive page also includes an image of The Tudors inviting you to text HENRY to 63456 to download the picture to a mobile as wallpaper (would be interesting to see how successful or not this is with the demographics of an average hair salon).
Helen Mellor, Sony Pictures Home Entertainment product manager said “The audience within the i-vu network and the indulgent frame of mind the salon location provides offers a perfect fit with this sexy, compelling and visually stunning new series.”
Mike Anstey, CEO of i-vu makes the MUCH more important point however when he says “Sony Pictures Home Entertainment is another example of an international household brand adopting a more innovative, powerful and interactive out of home solution as viewers are given the ability to chose what clips and information they would like to view and download.” – (our bold highlights) LONG MAY THAT CONTINUE!!!