Sony Pictures partners IPC Ignite for launch of Zombieland comedy horror

Sony Pictures has partnered IPC Ignite – the publishing division behind 'men and music' brands including Nuts, NME and Mousebreaker – to deliver an integrated cross platform campaign to support the launch of Zombieland, the new comedy horror starring Woody Harrelson. The movie, just released, 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. Destruction 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' Exhibitor Relations & Media Promotions Manager, Peter Staines, Manning Gottlieb OMD account manager Nisha Prasad and IPC Ignite Sponsorship & Brand Solutions group head, Anna Vercoe. Peter Staines commented: "Zombieland is a high concept film featuring a great cast     and hilarious script, but as a genre bending 'zom-edy' the challenge we faced was how best to convey the humour that drives the movie throughout. "The advertorials and Mousebreaker game that IPC developed on our behalf capture the essence of the movie perfectly. They speak to our target audience in a funny and engaging way, which is vital when attempting to achieve cut through". "With Zombieland being a fresh, non-franchise property, we had to overcome the fact that there was no familiarity amongst our target audience", added Nisha Prasad. "As such it was really important to add elements to our campaign that would allow them to really interact with the characters and the concepts of the film – the bespoke Mousebreaker game and print advertorials were the perfect vehicles to do this".