MTV and Lionsgate prep exclusive ‘Absolutely Anything’ trailer launch on Snapchat
Viacom International Media Networks and Lionsgate are set to share the world exclusive trailer premiere for upcoming movie ‘Absolutely Anything’ on MTV’s Snapchat Discover account in the UK.
The British comedy will premiere on Saturday 2 May for one day on the photo-messaging app as part of a broader deal brokered by Viacom International Media Networks ad sales and brand solutions team.
The deal also features integrated sponsorship of the MTV daily edition on Snapchat Discover around the release of the trailer and close to the theatrical launch in August.
Philip O’Ferrall, senior vice president of digital at Viacom International Media Networks, said: “We are constantly looking for innovative and creative ways to work with our partners who want to engage with the MTV demographic.
“This partnership with Lionsgate gives us a great opportunity to provide our fans with content we know will excite them, while Snapchat offers us the perfect platform to reveal this world exclusive straight to their most cherished devices.”
Rachel Masuku, digital marketing manager at Lionsgate, added: “This partnership marks the first asset launch that will be exclusively in a mobile app, marking the shift into Lionsgate's 'digital first' strategy. For us, it's about being contextually relevant, driving engagement and driving fans to the cinema - partnering with MTV puts our films in the heart of our audience."
Absolutely Anything stars Simon Pegg, Kate Beckinsale and Robin Williams - in his final film role - and will be released in UK cinemas in August.