A native advertising campaign created to promote the release of Sony Picture’s Sex Tape has been named the winner of Bauer Media’ native advertising competition, securing £50,000 worth of ad space.
The idea was submitted by Emily Lydford of Manning Gottlieb OMD and will see Bauer’s newly-launched online women’s magazine The Debrief run a tongue-in-cheek review of the top sex tape scandals to hit the media in recent years.
Readers will also be invited to share their own ‘sex scandal’ experiences either in the comments box or privately by emailing The Debrief, and will form the material for a second feature on the site. Both articles will provide links for users to buy the film and host an embedded trailer.
A statement from Bauer Media said: “This entry really stood out for us and demonstrated a true understanding of the approach advertisers need to communicate to The Debrief audience.
“By activating conversations across multiple touch points, this entrant understood the right channels and topics our Debrief girl would relate to, while talking to her in the right tone. The entrant created a perfectly synced campaign to launch a film title, going above and beyond the traditional media formats.”
The campaign will be supported by display media and by following The Debrief on Snapchat users will have access to exclusive and deleted scenes from the comedy film, which stars Jason Segel and Cameron Diaz as a couple who find their sex tape has gone missing.
Bauer Media is putting a heavy focus on pulling in revenue through native advertising for The Debrief