London-based UK radio station Absolute Radio is to partner with Sony Pictures Releasing UK in a unique commercial partnership to celebrate the release of the eagerly awaited ‘Once Upon a Time… in Hollywood’.
The film, starring Brad Pitt and Leonardo DiCaprio, is out in cinemas 14 August, and Absolute said it is the only paid media partner for the UK campaign.
The partnership will offer significant reach and engagement connecting to the film’s core audience synonymous with Absolute Radio’s “movie-loving reluctant adults” Absolute said.
All activity will be powered by disruptive programming to target specific demographics and elevate the commercial partnership.
The Dave Berry Breakfast Show will broadcast live from Los Angeles for a week, embedding audiences in the glamorous world of Hollywood through branded content with comedy at its core across a variety of platforms including radio, online and social.
“This is branded content at its very best”, said Commenting on the partnership, Simon Kilby Chief Revenue Officer Bauer Media.
“Absolute Radio’s deep understanding of its audience of reluctant adults passionate about film coupled with our programming expertise has seen us meet Sony Entertainment’s brief with creativity, personality and flair.
“This partnership will deliver an innovative, multi-platform campaign immersing audiences in the glamour of the film, broadcasting live from Tinseltown itself”
Ian George, Managing Director of Sony Pictures Releasing UK said: “Absolute Radio is the perfect partner for us to celebrate the release of the summer’s most anticipated movie – Once Upon a Time… In Hollywood.
“The team at Absolute Radio have put together an exciting week of radio and listeners will be in for a treat when they listen in.”
The campaign supporting the film directed by Quentin Tarantino runs from 31 July to 20 August and was brokered by Manning Goetling.
Activity will see hosts Dave Berry & Matt Dyson take part in themed challenges, audio trails, live reads and on-air promotions where listeners can win holidays.