Bauer Media and British Video Association Promote Video Category with ‘#MOVIEWEEKENDER’ Campaign
- Exclusive 11-week partnership to run across the KISS Network, Absolute Radio Network, Magic, heat and Empire
- First cross-industry campaign of its kind from the video category, promoting new release titles across Blu-ray, DVD and Digital HD
Bauer Media has announced an exclusive six-figure 11-week multi-platform campaign with the British Video Association (BVA) and their home entertainment distributor members from across the video category – including Blu-ray, DVD and Digital HD viewing formats – to amplify visibility of the UK home entertainment industry. The activity begins today and will run across multiple Bauer Media brands including radio, press, digital, social and mobile.
Twentieth Century Fox Home Entertainment UK, Warner Home Video, Universal Pictures UK, Sony Pictures Home Entertainment, Walt Disney Studios Home Entertainment, Paramount, Lionsgate UK, Studiocanal, Entertainment One (eOne) and Koch Media have participated in a cross industry initiative that supports new release across all formats (Blu-ray, DVD and Digital HD) as well as the category as a whole, driving visibility and relevance of video. BVA, their members and Bauer Media have created an umbrella campaign to promote their biggest new releases and achieve the shared goal of driving relevancy and visibility of the home entertainment category, whilst also promoting the full range of video formats (Blu-ray, DVD, Digital HD) available to meet consumer demand.
To reach the collective target audiences of mums, families, couples, singletons and housemates, Bauer Media has created the ‘#MovieWeekender’ campaign spanning across the KISS Network, Absolute Radio Network, Magic, heat and Empire. It will bring the biggest new home entertainment releases to Bauer Media’s 22 million UK consumer audience every week, encouraging them to own the latest new releases and join the home entertainment conversation via the hashtag #MovieWeekender. Every week one winner will be given their own movie weekender experience and everything they need to facilitate the perfect movie weekend at home.
Sitting at the heart of UK pop-culture, Bauer Media’s Entertainment Hub will leverage talent access to some of the biggest names in film from the participating distributors. Content will be shared across the multi-platform Bauer Media portfolio with the stars joining in the #MovieWeekender conversation.
The on-air activity will run every week from Thursday – Sunday to reach target consumers across a key decision-making period. This will involve live presenter-endorsement of home entertainment, and film discussions will be aligned with the most relevant audience across the Bauer brands. Listeners will also be driven to each brand’s social channel or website where curated content, bespoke features and existing content will engage them over the 11-week period.
The digital campaign across all sites and social counterparts will drive awareness and provide a direct route to action, working with FindAnyFilm.com to help film fans book, buy and watch legitimate film and TV online.
Press activity will include a monthly DPS in Empire as well as weekly column features in heat that give readers recommendations, selected by the editorial team, on what they should be watching that week.
Krissie Ford, Client Sales Director, Bauer Media said: “Bauer Media’s flagship brands are some of the biggest in entertainment and our audiences’ interest in this area fits perfectly with the aim of BVA – to amplify UK consumers’ love for home entertainment. We’ve worked closely with BVA and its members to provide them with insight from brands that are rich in pop-culture knowledge and to deliver a campaign that resonates with our audiences in order to maximise engagement.”
Liz Bales, CEO, British Video Association, said: “Our aim is to have a campaign that achieves mass reach, generates conversation and talk-ability; ultimately creating greater visibility of the industry in the form of a halo campaign. With this in mind we chose Bauer Media’s influential brands to create a campaign to tick all our boxes. It is reassuringly innovative to see video publishers from across the industry aligned within one campaign to promote the home entertainment category.”
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