MEC launches ‘Watchmen’ with innovative media campaign.

On the 6th March 2009, Paramount Pictures UK is launching one of the most highly anticipated movies of the year: Watchmen. The film is adapted from the cult 1980's graphic novel and directed by the visionary Zack Snyder of ‘300' fame. The media strategy has been carefully constructed by MEC UK to bring ‘Watchmen' out of teenage bedrooms and into the mainstream. A three-stage approach has been used to build excitement in an increasingly broad audience base as the launch approaches.

The first phase targets existing fans of the graphic novel; already with a huge interest in the film's release they will need only the smallest of prompts to get excited about the release. To this end, the iconic ‘smiley-face' symbol from the film and novel will be handed out as 13,000 badges at comic book stores across London.

The next stage educates young males, as yet unfamiliar with ‘Watchmen' but most likely to be receptive to messaging offering more information. The media used aims to offer longer-form content and further depth, immersing them in the world of ‘Watchmen' and its characters. Twelve minutes of exclusive footage will be available on Sky via VAL, whilst there will be a content hub on Xbox Live and extended pre and post rolls to male targeted VOD programming. An iPhone banner will host the trailer and further content, and an exclusive advertorial-based competition in the Guardian ‘Guide' will allow readers the chance to illustrate a scene from the novel based on the script and have their entry judged by one of Watchmen's original creators.

The final stage will seek to engage a broad, blockbuster-loving audience close to release, with high impact activity designed to showcase the groundbreaking visuals and make this the only film to see the weekend of release. An advance Black Curtain screening with MySpace will promote positive word of mouth and ensure Watchmen is at the front of these mass-market cinemagoers' minds as the film launches. A Metro cover-wrap and MSN takeover on day of release will give the campaign stature, whilst digital projections over four nights across high-profile locations in London will draw attention to the launch.

Dan Friel, Business Director, MEC, said: "This campaign includes an interesting mix of media, communicating with people on different platforms to target our three audiences and introduce the film to a broader group of people. We want them to be as passionate about the story as the existing fans are and to familiarize themselves with the characters so they head to the cinema on release."