£1M IN MOVIE NET PUSH
Copyright 2001 www.tombraiderchronicles.com
[ November 22nd 2001 ]
Home Entertainment is putting the internet at
the heart of a campaign to create a buzz around
the release of its Lara Croft: Tomb Raider film
on DVD and VHS. It is poised to launch a through-the-line
campaign to drive traffic to competition web site
tombraiderquest.co.uk, developed by Haygarth Digital,
the online arm of Haygarth Group.
poster, press and point-of-sale campaign by Leagas
Delaney launched on November 19, the same day
as the web site went live. The DVD and VHS versions
of the film will be released on November 26. Pop
group Atomic Kitten will help launch the campaign.
The offline creative, billed as a 'Quest' challenge,
will display a combination of three hieroglyphic
symbols and the web address.
are required to recall the three symbols they've
seen by visiting the site and clicking on a grid
of 30 different symbols. If they correctly recall
three symbols they have seen in the right combination,
the squares on the grid unveil part of a picture.
When they have identified the picture they have
to submit a 25-word proposal for the next Lara
Croft film. The winner scoops a round-the-world
trip for two with dozens of runners-up prizes
of copies of the film.
web site holds the campaign together and is essential
to build up a database of fans so we can start
a CRM programme," said a Haygarth spokeswoman.
The site also features a chat room and environments
from the film such as Lara Croft's Study. Paramount
is believed to be spending more than pounds 1m
on the campaign.