20th Century Fox will air an exclusive scene from Dawn of the Planet of the Apes during ITV’s coverage of the World Cup Semi-Finals ahead of its Box Office release.
The activity, which forms part of an integrated campaign devised by Vizeum, will see a 70” ad air, introducing a scene from the film during the first half-time break of the Semi-Final between Argentina and The Netherlands on Wednesday 9th July. The footage will be introduced with a voiceover including a call to action that will invite viewers to broadcast their opinions on Twitter using #DawnofApes. A second 40” reactive ad will then showcase a selection of the viewers’ responses alongside further footage from the film.
The ad will be backed with a five day print and broadcast campaign that includes a Timeout cover wrap alongside social media and AV output with major radio stations such as KISS UK, Kerrang!, Planet Rock and Absolute Radio.
Sarah Francis, Senior Media Promotions Manager, 20th Century Fox said: “Dawn of the Planet of the Apes is one of our biggest films this year and they are few live showpiece events on the same scale as a World Cup Semi Final. As such, it provides the perfect platform to allow film fans to share in the excitement.”
Robbie Ashcroft, Creative Solutions Manager, Vizeum said: “The World Cup Semi Final represents one of the biggest appointment-to-view opportunities of the year and this activation fits perfectly with our continued strategy to use social media and TV to increase excitement around the film’s release. We’re certain that both Fox and ITV will see great engagement through this activity. ”
Ayshe Aplin, Sales Manager at ITV, said: “We are delighted to be working with 20th Century Fox and Vizeum to launch this exciting campaign on ITV. This partnership is a great example of the unique capabilities we can offer brands to reach audiences in new and exciting ways.”
Dawn of the Planet of the Apes is in cinemas from Thursday 17th July.