SPHE Partners Nuts for Fight Factory DVD Launch

[Jox]

I believe it only concerns the UK but wtf?! (see what Nuts is...)

SONY PICTURES HOME ENTERTAINMENT PARTNERS NUTS FOR FIGHT FACTORY DVD LAUNCH!
September 3, 2008
IPC Ignite Sponsorship & Brand Solutions – the team responsible for generating truly innovative and creative advertising solutions across the award-winning Ignite portfolio – has partnered Nuts with Sony Pictures Home Entertainment for the launch of Fight Factory.

Fight Factory – a new range of action DVDs from Sony Pictures – will be supported by an integrated cross-platform campaign featuring a series of bespoke advertorials in Nuts and a dedicated micro channel at http://www.nuts.co.uk running throughout September.

The print campaign – themed “We Train for the Pain” – sees action legend Dolph Lundgren donning his tightest Nuts t-shirt to recreate some of the great action moves of all time on our hapless Nuts man in the Fight Academy.

The print creative also drives traffic to a dedicated online micro-channel – http://www.nuts.co.uk/fightfactory – rich with specially created content:
- Tailored trailers for classic Fight Factory titles starring Lundgren, Jean-Claude Van Damme and Wesley Snipes, updated every week
- Nuts Girls' Defence Class – fight fans can see Nuts babes practicing a sequence of kick-ass self-defence moves
- Top Thumps – profiles of action legends and specially selected clips of the very best in slam-down action moves from Fight Factory titles
- Additional exclusive Fight Academy content featuring Dolph Lundgren putting our Nuts man through his paces.

Fight fans are also invited to create and upload their own 10 second action clips, showcasing their own best moves in a competition running through September which will see every entrant pick up a copy of a classic Fight Factory DVD. Meanwhile the ultimate Nuts Fight Factory winner will walk away with a state of the art home entertainment system.

The partnership was developed by Lucy Croxford and Nisha Prasad from MGOMD with Rob Hunt, Brian Nugent and Bandi Manzini from Ignite Sponsorship & Brand Solutions.

Jordan Peters, group product manager, Sony Pictures Home Entertainment, says: “The Ignite team came up with and delivered an idea that hit every objective we needed and really made us laugh. The combination of using our star, Dolph Lundgren, the Nuts girls and what should be some highly entertaining UGC gives us a genuinely interesting and engaging campaign. We can't wait to see Britain's young men show us their moves!”

Rob Hunt, Ignite Sponsorship & Brand Solutions manager, adds: “Running a month long campaign for these fantastic Fight Factory releases ensures the activity will engage all our readers. Nuts has developed a video upload functionality to its site for the first time – creating a truly interactive experience for users – and we're confident the depth of creative content in this cross platform campaign will really deliver for both Fight Factory and the Nuts audience.”

http://www.brandrepublic.com/MediaWeek/News/843579/Nuts-launches-cross-platform-campaign-action-DVDs/

Nuts launches cross-platform campaign for action DVDs
by John Reynolds Media Week 03-Sep-08, 12:05

LONDON - IPC lads' weekly Nuts has signed a commercial deal with Sony Pictures to advertise its new range of DVDs featuring action legend Dolph Lundgren.

The range of DVDs, called Fight Factory, will be supported by a cross-platform campaign featuring a series of tailored advertorials in Nuts and a dedicated micro channel at http://www.nuts.co.uk.

The print campaign, themed "We Train for the Pain", will see Dolph Lundgren, wearing a Nuts t-shirt, recreate action moves from the movies he has starred in.

As part of the tie-up, fight fans are invited to create and upload their own 10-second action clips, highlighting their own best moves in a competition running through September.

Contestants will win a Fight Factory DVD, while the overall winner will pick up a state-of-the-art home entertainment system.

The deal has been created by IPC Ignite Sponsorship & Brand Solutions.

from http://www.nuts.co.uk/fightfactory

[Mosquito]

Oh my. nuts.co.uk looks like the website of a truly cheap soft porn magazine. Is that good PR?

[Nathan]

Nuts is VERY VERY VERY popular in the UK amongst young men and teenage boys obviously but available in every shop. Good publicity I say, but then again I always think publicity is good whether it is good or not so good. Dolph needs a lot of promotion and Missionary Man proved that he can be a success with it.

[Mosquito]

Yes, maybe you are right. It's just that this one looks so cheap. Nothing against Playboy or such magazines, but this is a different league.

[Jox]

In a way yes, any publicity is good, but what I don't like is that this shows how Sony sees action fans audiences and associate them with soft porn mag readers, and instead of going for something wider they target another niche audience.. That's not necessarily helping for the image of those movies and stars.

[Nathan]

What I don't like about the fight factory dvds is another different form of stereotyping where they always have the same border round the dvd covers and the name fight factory which is very presumptous in thinking that the films are mindless action movies that are carbon copies of one another so therefore they can have the same border etc because they think that they are like each other, but really they aren't.

[Mosquito]

Nathan, building a brand name that spans over different movies is very common and not a bad thing in general. But the name "Fight Factory" sounds like "cheap assembly line action" and the media they are using for promotion adds to that impression. *sigh*

[Nathan]

That's exactly what I meant. Although I guess I shouldn't complain I'm very happy that they portray Dolph as a kick ass action hero and that they do lots of promotion ads in the UK.

[Tom]

I think it's possible that the marketing campaign is going to play on the fact that most of these films are cheap and not very good. On the most part they're saturday night, beers with your mates movies, that become 10x more entertaining when you're drunk. That doesn't bother me though, because if it'll help sell more DVD's, then so be it. If it also ends up making people think Diamond Dogs is better than it is, then that's also good.

It might begin to be shame when DC and CP come out, especially if they're really good. There's a big market for these films now. The current 20-35 generation especially. It's become a real guy thing to sit around and watch trashy action movies. It's happened as DVD has peaked in the last 5 years, the same as it happened in the late 80's when VHS was peaking. (Hell if anyone has seen Step Brothers there's a scene where they're sat together watching a Steven Seagal film).

[dolphage]

I don´t think Dolph is wrong to do promotion in these kinds of publications. It´s a big, popular magazine, right? I would say he hits a key demographic, I mean, who do you think the target audience is for a low budget action movie? Diamond Dogs ain´t Citizen Kane, y´ know?
I don´t really want to start the discussion whether a DL flick is supposed to be a fun way to be entertained for an hour and a half or a ground breaking dramatic experience that will make you reevaluate your life, cause, Lord knows, we´ve had that discussion a couple of times before. All I am saying is that, like it or not, a lot of DL fans are young males with a healthy dose of testesterone (not ALL DL fans) so it therefor might not be a bad idea to promote his movies in a magazine that´s primarily read by the aforementioned demographic.

[Nathan]

Well I'm going in for an hour and a half of cool, well-directed action with a decent plot, not a drama-fest. That doesn't mean to say if Dolph wanted to do a drama I wouldn't be behind him.

[Geoff]

I don´t think Dolph is wrong to do promotion in these kinds of publications. It´s a big, popular magazine, right? I would say he hits a key demographic, I mean, who do you think the target audience is for a low budget action movie? Diamond Dogs ain´t Citizen Kane, y´ know?
I don´t really want to start the discussion whether a DL flick is supposed to be a fun way to be entertained for an hour and a half or a ground breaking dramatic experience that will make you reevaluate your life, cause, Lord knows, we´ve had that discussion a couple of times before. All I am saying is that, like it or not, a lot of DL fans are young males with a healthy dose of testesterone (not ALL DL fans) so it therefor might not be a bad idea to promote his movies in a magazine that´s primarily read by the aforementioned demographic.

Well put D - I expect that sums up the marketing behind it.

[Jox]

DL hero of the week
http://www.nuts.co.uk/fightfactory
http://www.nuts.co.uk/fightfactory/topthumps/1/
http://www.nuts.co.uk/fightfactory/gallery/2/

Put your picture on the "Missionary Man" or "Defender" poster
http://www.fightfactoryfilms.co.uk/?#/picture/

[Geoff]

lol I put my details into The Defender poster - what a chuckle!!

[Jox]

FFF will be covered in the October issue of IMPACT
http://www.impactmoviemagazine.co.uk/is ... =202#21901