|Television and Internet executives have hailed as a success their online and on-air combined promotion for the theatrical release of ‘About a Boy’.|
The Flipside Network and Lifetime Television, which both command a high percentage of females in their audiences, staged the month long promotional event in May. They targeted women for the film's release and generated over 450,000 sweepstakes entries.
Both companies also promoted a game and interviews with the cast across Lifetimetv.com.
'The promotion with Lifetime reveals that online and offline brands can unite to create an immersive campaign that tap into each property's strengths,' said Flipside Network President, Jeff Strief. 'The overwhelming response continues to prove that advertisers are recognizing the value of deep, integrated promotions and we are committed to creatively entertain, reach and deliver this key female audience.'
The online campaign featured a thematic sweepstakes entitled: The Amazing Date Sweepstakes, which featured prizes such as a limousine, dinner and theater tickets, diamond earrings, and $500 cash.
Fans could also access interviews of the cast online, view the trailer, and link to the film's official website.a compelling game themed around the movie. Players participated in a version of LifetimeTV.com's 'Test Your Love IQ,' by guessing Hugh Grant's character's (Will Freeman) views on relationships and love.
The Flipside Network, a leader in online games and game shows, consists of Virtual Vegas, the largest online free casino, and Flipside.com, an site that features online versions of popular television shows like Name that Tune and Match Game.
'The results of this campaign prove what lifetimetv.com has known all along -- women are fast becoming dominant users of the web,' said Lifetime Television Director, Lisa Black. 'This multi-platform promotion was very successful at touching female consumers while further strengthening their connection with the brand.'
About A Boy reunites the producers of Notting Hill, Bridget Jones's Diary and Four Weddings and a Funeral with Grant. It is the number one movie in the U.K. for the third week in a row and was the U.K.'s third biggest-grossing opening weekend of the year.