Initiative - Lionsgate/The Condemned
Finalist - Consumer Magazines
Lionsgate Home Entertainment: Anne Parducci, executive vice president; Chela Johnson, vice president, home video marketing. Initiative: John Nuzzi, executive vice president, managing director; Kimberly Miller, vice president, account director.
In a campaign that could be executed only in print media, Initiative used so-called "indestructible" paper to promote the DVD release of The Condemned, an action movie about tough guys fighting to the death on a desolate island. The ad, running in the special "Tough" issue of Maxim, challenged readers to come up with inventive ways to destroy the paper. Results: The DVD of The Condemned exceeded retail sales expectations by more than 30 percent, with rentals at 302 percent of box office, helping to raise Lionsgate's Q3 revenue 11 percent. The indestructible print ad itself received much press - especially when contest entrants included an Army unit in Iraq, whose video of blowing up the issue of Maxim was posted on YouTube.
Recent Media Magazine Supplement Articles
-
Letter from the Publisher Dec. 28, 3:52 p.m.
MEDIA magazine is pleased to present the ninth annual Creative Media Awards competition. The winners will ...
-
Radio: Bailey Lauerman, CommunityAmerica Credit Union/Membership, Escape Dec. 28, 1:22 p.m.
Throwing out “your mother’s media plan,” the agency turned to a local radio group whose on-air ...
-
Radio: Havas Worldwide Chicago, Cracker Barrel Dec. 28, 1:22 p.m.
The Handcrafted by Cracker Barrel Old Country Store radio campaign was created as a way to ...
-
Radio: mediahub/Mullen, Nat Geo WILD, Teaching an Old Dog New Tricks Dec. 28, 1:22 p.m.
In order to raise awareness of dog whisperer Cesar Millan’s new cable network, the agency cleverly ...
-
Multicultural Media: Syfy for NBC Universal/Syfy, Face Off Season Two Dec. 28, 1:21 p.m.
Syfy launched “Face Off Season Two,” a reality series where the best in special-effects makeup artistry ...
-
Multicultural Media: Starcom MediaVest Group for Heineken, Heineken - Manero Dec. 28, 1:20 p.m.
Despite the fact that Hispanic males are heavy consumers of online and digital media, the audience ...
-
Multicultural Media: Rezonate Media, AT&T, Away We Happened Dec. 28, 1:17 p.m.
When AT&T was no longer the only carrier selling iPhones, they challenged their creative agency to ...
-
Media Plan: KSL, Media UGG Australia, The Invisible Game Dec. 28, 1:15 p.m.
The success of UGG’s classic sheepskin boot eclipsed the brand’s other offerings. In order to highlight ...
-
Media Plan: PHD, Google, Google Fiber Dec. 28, 1:14 p.m.
When Google chose Kansas City to launch its fiber-optic high speed Internet and TV, Google Fiber, ...
-
Media Plan: Horizon Media, AETN/HISTORY/Hatfields & McCoys, Hatfields & McCoys Dec. 28, 1:14 p.m.
History’s scripted drama, “Hatfields & McCoys” needed a campaign that revitalized the 150 year old family ...
Be the first to comment on "Initiative - Lionsgate/The Condemned"
Leave a Comment