MailOnline owner DMG Media has struck a deal with 20th Century Fox to run a native advertising campaign on MailOnline and Metro.co.uk for upcoming film release Gone Girl.
The movie, about a man seeking the truth behind his wife’s disappearance, will be promoted by two articles exploring ‘trust in your partner’ and content will be produced by MailOnline editorial staff before being adapted for Metro.
The articles will feature a Gone Girl trailer embedded within and the campaign will be supported by display advertising, and Metro readers will be encouraged to use Facebook to engage with content.
Maria Buttaci, media promotions executive, 20th Century Fox, said: “MailOnline and Metro.co.uk have given us the perfect opportunity to editorially place the film at the heart of the websites’ content.
“This unique content and combined reach of the two sites means we are able to do this at scale and generate meaningful social buzz around what is quickly becoming one of the biggest releases of the year.”
The partnership was brokered by Vizeum, and builds on MailOnline's strategy around native and branded content. Earlier this month, the publisher revealed ambitions to charge as much as £65,000 per native ad on MailOnline in exchange for a guarantee of 450,000 page views.
In other DMG Media news, the publisher today announced the creation of an online portal, MyMail, to centralise consumer touchpoints and improve its data capabilities.