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Paranomal Activity 3 to premiere in Big Brother house

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By The Drum Team, Editorial

October 19, 2011 | 1 min read

New film Paranormal Activity 3 is to be premiered inside the Big Brother house as part of a campaign created by media agency MEC.

The Channel 5 show's contestants will compete in a series of horror-themed tasks over the next two days and the winners will get to attend the premiere inside the Big Brother arena tomorrow.

And fans of the show will be able to win the chance to join them in the VIP area.

Deborah Sheppard, marketing director at Paramount Pictures International, said: "We really wanted to do something with this launch that would create stand-out. Big Brother is an iconic show and a great platform for us to launch Paranormal Activity 3, which is the latest installment in a series that has a huge fan-base in the UK."

MEC has built a TV, print, radio and online campaign and there will be product placement spots within Big Brother and other Northern and Shell shows and print titles.

The agency is also looking to spread the word through promoted tweets and Facebook activity.

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