Explosive homepage takeover leads Expendables launch

MEC Interaction, MEC's specialist digital, social, search and direct response business has developed a digital campaign to drive awareness and ticket sales for the launch of Lionsgates's latest film, The Expendables, which is currently number 1 at the US box office.

Following a range of previous activity including trailers running across Facebook, YouTube and SkySports, the Yahoo! homepage takeover on the 20 August will mark the nationwide launch of the film two days before.

The takeover is one of the most ambitious of its kind; integrating 3D and available video content from The Expendables trailers on Yahoo!'s homepage, boldly drawing the user into the advert. The adventurous animation and narrative of the takeover is designed to reflect the quality and tone of the action-packed movie, and reward the user for their interest by giving them relevant, fun, interactive content. A Yahoo! mobile homepage takeover will take place on the same day.

The activity will target internet-savvy 15-34 males with trailers running across Facebook, YouTube, Gaming sites and Sky sports. It will also be extended across a wider audience across technology sites, on mobile and MSN Messenger.

The digital strategy is a core strand within the fully integrated marketing campaign for the launch of the movie. The digital campaign supports a substantial TV campaign, including a high profile promotion on Channel 5, as well as a sizeable press and outdoor presence, which will see The Expendables artwork posted on large format sites and buses Nationwide. Additionally, radio ads will run Nationwide with promotions across Talksport, Kiss & Big City, as well as numerous Brand promotions and tie-ins to support the ATL activity.

Ross Cunningham, Head of Marketing at Lionsgate, comments: "Our team at MEC Interaction has a proven track record of ground-breaking digital marketing solutions, and we look forward to developing a truly creative and targeted digital plan with them to launch The Expendables in the UK. We are excited to be involved in creating innovative digital stand out for this project with the explosive and bespoke Yahoo homepage takeover."

Liz Cheeseman, Account Manager, MEC Interaction said: "We are very excited about the UK launch of The Expendables. MEC Interaction continually strives to push the boundaries with its digital campaigns and Lionsgate is always open to big ideas. The Expendables takeover of the Yahoo homepage is the biggest of its kind and really plays on the action-packed concept of the film. We are looking forward to seeing how users react."

To view the Yahoo! homepage takeover please click here