ITV, Warner Bros. Pictures UK and PHD launch partnership to promote latest Hobbit movie launch
ITV Commercial, Warner Bros. Pictures UK and PHD have announced a multiplatform promotional campaign for The Hobbit: The Desolation of Smaug with a TV ad being filmed at tonight’s European premiere in Berlin.
Campaign: An ad will be filmed at tonight's European premiere
The ad, produced by ITN productions, will air in the first break of the Royal Variety Performance tonight on ITV1, as well as across ITV2, ITV3 and ITV4.
Meanwhile, a product placement agreement during Coronation Street has also been agreed, which will feature a poster for the film on The Street’s bus shelter this month.
Danni Murray, director of media and marketing partnerships at Warner Bros. UK, said: “Through the combination of the live spot roadblock, product placement and promotion on the ITV Player, we have managed to evolve the traditional broadcast spot into something that’s deeper and much more engaging.”
Kim Gilroy, account sales manager at ITV, added: “This partnership is a great example of how ITV can utilise multiple activation points across the business to bring campaigns to life.”
The campaign will be accompanied by digital activity on the ITV Player, including a chance to watch a documentary about the film, River Deep, Mountain High: James Nesbitt in New Zealand, ahead of its Christmas Day broadcast on ITV.
The film launches in UK cinemas on 13 December.
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PHD is known globally as an innovator in communications planning and buying across broadcast, print, digital, mobile, social and emerging media and was named as the UK’s ‘Media Agency of the Year 2016’ at the Media Week Awards and as ‘Media Network of the Year 2016’ by Campaign magazine.
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