Sony Pictures UK is running a digital marketing campaign to promote its new Aardman animated film, Arthur Christmas, which opened at the weekend.
The push, created by agency Spinnaker, launched with first for Yahoo! – a one day homepage take-over using ‘mouse over’ interaction technology just ahead of the film opening. Spinnaker also recreated digital assets in 3D in order that they could be used in this space.
The movie characters were able to ‘weave in and out’ of the promotional spaces on the homepage and into the gutter, appearing as one cohesive piece of animation. When the animation stopped, the user was still able to make the characters move by rolling the mouse, enhancing even further the level of user interaction and engagement with the film.
Spinnaker is responsible for all the digital assets being used to promote the film online and has created assets including standard placements such as rich media banners (leader boards, MPUs, Skyscrapers, homepage takeovers) as well as social media (YouTube master head with customised landing page and a Facebook page with competitions).
Spinnaker managing partner Robert Goldsmith said: “It is always exciting for us to be involved in the promotion of Sony’s biggest movies and especially when we can push the boundaries with the use of innovative technology in their digital marketing activity.”
