In a media first, Digital Cinema Media, the market leader in UK cinema advertising, and IGN, the UK’s most popular games and entertainment site, have joined forces to offer brands the opportunity to advertise around specially-created multi-platform branded content spanning cinema, online and mobile channels.
By formulating a partnership, DCM and IGN can offer advertisers the opportunity to reach an engaged male-oriented audience via multi-platform campaigns. DCM and IGN reach over 7.7m UK based 18-35 males a month, via cinema admissions, web, mobile and social platforms*. Upcoming cinema releases that will appeal to this audience include Elysium, Riddick, Runner Runner and Thor: The Dark World.
As part of a package of integrated marketing solutions, DCM will provide on screen advertising in nearly 3,000 cinema screens in the UK, access to online platforms from cinema chains, in-foyer advertising opportunities and mobile engagement through DCM’s new cinema companion app, cinime.
IGN will bring its online expertise to the package, offering tailored UK homepage takeovers of IGN.com alongside integrated media and content solutions and bespoke client branded hubs.
Joe Evea, Commercial Director at DCM, said: “Partnering with IGN allows us to offer brands a very strong proposition. There is a natural cross over with our consumers, meaning they are primed to receive a joined-up message tailored to appeal to them. Together, DCM and IGN are offering brands the chance to have prominent commercial positioning around bespoke content across cinema, online and mobile channels.”
Adam Hopkinson, UK Commercial Director, IGN, added: “We’re excited to be partnering with DCM to further increase IGN’s reach, bringing our respected content and editorial experts to a wider audience of film and gaming fans than ever before. We’re growing our cross-platform commercial packages, with a range of media partners and are looking forward to our first project with DCM.”
*Sources – CAA Film Monitor Jan – Dec 2012 and ComScore Media Metrix December 2011