Microsoft Advertising signs 12-month strategic partnership with Entertainment One
Microsoft Advertising has today (7 April) announced a year-long strategic advertising partnership with independent film distributor Entertainment One UK (eOne UK).
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The partnership, which began with films Need for Speed and Divergent, will see eOne UK promote new film launches with creative campaigns across MSN, Xbox, Skype and Windows 8.
Working closely with ZenithOptimedia and eOne’s creative agencies, Microsoft Advertising’s in-house team will support the creation of premium content-led ads, specifically tailored to Microsoft platforms.
Additionally, eOne UK will use Microsoft’s ‘Unique ID’ data to target specific audiences on relevant platforms for each film.
Owen Sagness, general manager of Microsoft Advertising and Online UK, said: “Budgets across the entertainment industry are structured in a unique way – typically focused on individual launches as opposed to broader campaigns. We instead developed a long-term partnership, pulling all the individual budgets together, allowing us to create something much more significant for all of eOne’s films, not just a few of the big blockbusters.
“This partnership allows our in-house creative agency team to work closely with eOne, ZenithOptimedia and creative agencies to make these series of budgets work smarter, demonstrating the different possibilities available to them on our platforms.”
The partnership will see launch campaigns for a total of seven films, includingThe Raid 2, Pompeii 3D and Earth To Echo.
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