Announcing GI JOE: THE RISE OF COBRA in Sony PlayStation Home.
From the official press release:
30th July 2009 – Paramount Pictures International (PPI) and Sony Computer Entertainment Europe (SCEE) today announced the latest in a series of joint marketing initiatives within PlayStation®Home (Home), the 3D social gaming community for PS3 users. PPI will give residents of Home a series of unique opportunities ahead of the release of GI JOE: THE RISE OF COBRA, from THE MUMMY director Stephen Sommers. This activity continues PPI’s commitment to take innovative film marketing within online virtual communities to the next level. GI JOE: THE RISE OF COBRA is due to release internationally from August 7th this year.
Starting today, PlayStation®Home residents will be able to download four G.I. JOE costumes for free, exclusively from Threads Store. Available for a limited time only, Home residents will be able to download the iconic costumes worn by stars Channing Tatum (Duke) and Sienna Miller (The Baroness), or become rival G.I. JOE or COBRA ninjas, Snake Eyes or Storm Shadow.
From tomorrow, visitors to Home Theatre will get to see an exclusive video welcome from stars Sienna Miller and Rachel Nichols as well as a trailer introduction from director Stephen Sommers. For two weeks, residents will also be able to watch a number of clips, trailers and featurettes from the new movie during a G.I JOE cinema takeover.
For those who fancy becoming a G.I. JOE themselves, visit Home Theatre and walk up to one of the ‘JOIN G.I. JOE’ posters and follow the link to play a training game to see if they have what it takes. Successful recruits will also win a couple of pieces of exclusive merchandise along the way.
Both companies are again working with marketing agency, The Picture Production Company (PPC), heavily experienced in film promotion and marketing within virtual worlds and across the wider social web, on strategic direction, original content production and promotion.
Home is a 3D social gaming community that allows PLAYSTATION®3 users to meet, chat, plan, and launch into games together. They can create their own custom avatar, decorate their personal apartment, play mini-games, shop, watch videos and attend special events.
ROLE: Creative Strategy, Experiential Producer
AGENCY: Picture Production Company
CLIENT: Paramount Pictures International