Universal partners Spil Games for ParaNorman launch

Universal Pictures has partnered with social gaming platform Spil Games in a six-figure deal aimed at promoting animated zombie comedy 'ParaNorman'.

Paranorman: the latest 3D stop-motion film by animation studio Laika
Paranorman: the latest 3D stop-motion film by animation studio Laika

MediaCom brokered the deal, which places advertising for 'ParaNorman' across social gaming sites including GirlsgoGames.co.uk, Agame.com and Games.co.uk.

Spil Games has created additional content including Universal Pictures-sponsored zombie games for its websites, which it claims receive 180 million monthly active users.

All advertising for ParaNorman will direct people to microsites hosting the zombie games, which are designed to drive user interaction, create longer dwell time and increase awareness of the film.

Spil Games reports the deal marks the first time all of the advertising for a campaign has driven traffic to other Spil Games-owned sites, effectively making the social gaming company a media owner.

Michael Bayston, international sales director at Spil Games, said: "We’ve become basically a media owner that partners with them so they can speak to the correct audience, but we are also now hosting all of their content as well.

"It's a coup because it shows the client absolutely trusts our ability to create a first class environment for kids and families to play with content that relates to the film."

The UK segment of the campaign will launch on Monday (27 August) ahead of the UK premiere of the film.

The global campaign will run until January in the lead-up to the release of the film in New Zealand.

Registered users on Spil Games are also being invited to recast their avatars with images of characters from the movie.

Users will receive notifications inviting them to change their avatars, but are also expected to be made aware of the ability to change their avatars to ParaNorman characters through the activity of their friends.

Sponsored microsites featuring the zombie games will also feature downloadable ParaNorman content.

'ParaNorman' is the latest 3D stop-motion film by animation studio Laika, the team behind academy award nominated 'Coraline'.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share
Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share

Get news by email