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FRESH TRACKS MEDIA BRINGS BLU-RAY AND DVD MOVIE CLIPS Posted 28 Jan 2010 IN: Warner Home Video and Fresh Tracks Media  Toronto, Ontario January 25, 2010 – 2010 will mark the arrival of pizza boxes as they have never been seen before if Fresh Tracks Media and Warner Home Video have anything to do with it. An innovative advertising campaign kicking off on January 25, 2010 will see 43,000 pizza boxes delivering not just pizza, but movie clips to smartphones via “EZcodes”, 2D barcodes that can be scanned right on the box. The movie clips promote Halo Legends and Justice League: Crisis on Two Earths, due to be released on Blu-ray and DVD on February 16 and 23, 2010 respectively. “Warner Home Video is thrilled to bring fan-favourite animated movies Halo Legends and Justice League: Crisis on Two Earths to Blu-ray and DVD,” says Byron Gaum, Product Manager, Warner Home Video Canada. “To build excitement around these latest releases, it was essential that we utilize a medium that was as original and innovative as the movies themselves - Fresh Tracks Media provided us with an opportunity to do just that.” Halo Legends is the first ever collection of original animated movies based on the bestselling video game, while Justice League: Crisis on Two Earths features a “good” Lex Luthor arriving from an alternate universe to recruit the Justice League to help save his Earth from a gang of villainous characters. What ensues is the ultimate battle of good versus evil. Targeted at males aged 18-34 in Ontario, the campaign leverages 43,000 large pizza boxes and is expected to make 260,000 impressions, allowing Warner Home Video to reach a very significant and targeted demographic of animated movie buffs. Each pizza box includes two EZcodes that once scanned with a smartphone, allow recipients to see a movie clip from each movie. “The EZcode application brings Pizza Box Advertising into the next decade and at a technologically advanced level,” says Golnaz Mindell, Managing Director, Fresh Tracks Media. “We are thrilled to offer this unique, new and engaging media opportunity to Warner Home Video on the heels of the biggest pizza eating occasion in Canada - The Super Bowl.” This campaign is the latest in a string of high-profile client wins for Fresh Tracks Media. They have previously run successful programs for Bell Canada, Alliance Atlantis’s The Food Network, Procter & Gamble, Lavalife, Hewlett Packard, ZipLocal, Shaw Communications and The Responsible Gambling Council of Ontario. To date, campaigns have successfully targeted such diverse consumer segments as households with kids, university students and young singles across different markets in Canada, and capitalized on major pizza-eating occasions such as the Super Bowl, Back-to-School, Moving Season, the Grey Cup and the Pre-Christmas Rush. |
