Press Releases

12/05/2008

LOVEFiLM SERVES UP CANNES WITH HARDYS

LOVEFiLM.com, Europe’s largest online DVD/Games rental service and entertainment website, has announced a six month partnership with Hardys Wines, kicking off with the sponsorship of LOVEFiLM’s coverage of the 61st Cannes Film Festival which is being held on the 14th – 25th May 2008.

Live from Monday 12th May 2008, the co-branded LOVEFiLM and Hardys micro site (www.lovefilm.com/cannes2008) is host to exclusive content and updates from Cannes; including a daily video diary of event news, diary entries from an aspiring filmmaker plus LOVEFiLM’s Essential Guide to Cannes.

To support the launch of the micro site, a tailored campaign will see the Cannes microsite included on the LOVEFiLM homepage editorial links, plus placement in the weekly e-newsletter that reaches LOVEFiLM’s customer base of over 600,000 subscribers. This activity will also be promoted with targeted online advertising across the LOVEFiLM site through banners, SKYs and MPUs.

As part of the Hardys promotion, spots on the microsite will offer users the chance to win a year’s supply of Hardys wine by predicting the winner of the festival’s main Palm d’Or award. The Cannes coverage will also provide direct links to Hardys’ official ‘One love since 1853’ website where users can find more information on the brand’s range and heritage.

The partnership will also extend into the rest of the year with Hardys presenting a monthly themed film collection on the LOVEFiLM site to link with selected wines. LOVEFiLM members will also be offered money off coupon inserts distributed in rented titles.

Commenting on the partnership, LOVEFiLM’s Advertising Sales Manager Dionne Georgiou said: “We’re really excited about our link with Hardys - for many of our members, the love of film and fine wine goes hand in hand, so it’s an incredibly natural association that is going to grow over the next six months. We’re also looking forward to reporting back to the LOVEFiLM community on a daily basis as the action unfolds in Cannes this year.”

The deal was brokered by media planning and buying agencies Unanimis and Zed Media.