Sony Pictures Partners IPC Ignite for launch of Zombieland

Sony Pictures has partnered with IPC Ignite to deliver an integrated cross platform campaign to support the launch of Zombieland, the new comedy horror starring Woody Harrelson

The movie follows Harrelson and a motley crew of humans battling for survival in a world overrun by zombies. As they make their way from coast to coast, they develop a set of rules to live by and find the best ways to stay alive in the face of an impressive army of zombie attackers.

The campaign, which runs for the next month, combines a series of integrated advertorials across Nuts and NME magazines with an online seeding campaign at www.nuts.co.uk and www.mousebreaker.com.

The activity provides an A to Z(ombie) for Slaying the Living Dead, with crucial rules on how to survive in a world full of evil flesh-eaters from the two main characters, Tallahassee and Colombus. The creative points to a unique Zombieland game, www.mousebreaker.com/games/zombieland, where users can test their skills in zombie destruction. The bespoke game includes characters, weapons, quotes and settings from the movie.

The campaign was developed by Sony Pictures; Manning Gottlieb OMD and IPC Ignite Sponsorship & Brand Solutions group head Anna Vercoe.

“The creative brilliantly summarises the campaign in a truly integrated way, conveying the humour and horror of Zombieland directly to our readers. And our bespoke Mousebreaker Zombieland game, seeded virally across Nuts and NME online, will create incredible awareness among the millions of UK young men who use the sites.” Anna Vercoe.

Contact Anna at anna_vercoe@ipcmedia.com

In the latest round of audited results www.mousebreaker.com, www.nme.com and www.nuts.co.uk delivered a combined total average ABCe of over 10.4 million unique users each month.