Pathe uses Lycos to push 'Silent Hill' film

Film distributor Pathe has teamed with Lycos in an exclusive online media deal to promote its new horror movie release, Silent Hill.

The campaign was planned and bought by digital media agency BLM Quantum.

It will see the main entry points across the Lycos home page, as well as the entertainment and music channels, being hijacked throughout the first three weeks of the film's release. This involves Pathe taking over all of the ad spaces in these sections.

In addition, Lycos has exclusively 're-skinned' its Lycos Music and Film player for the duration of the campaign, which will enable Pathe to reach more than 100,000 unique visitors.

Anna Butler, marketing director of Pathe, said: "The online campaign will work closely with our offline media to reach Silent Hill's target audience at multiple times of the day to create a rounded campaign, which will build effective coverage in short timeframes, which is critical."

Nick Fisher, a planner at Quantum, added: "We were keen to work with a media partner who could be flexible creatively and deliver a media plan that would meet the strategy and not simply pull something off the shelf."

Quantum said the campaign represented Pathe's biggest foray yet into online advertising.

The agency chose Lycos as its exclusive media partner for the campaign because of the portal's ability to target ads to different age groups.

Meanwhile, John van Vroenhoven, Lycos managing director for the UK, Italy, Spain and The Netherlands has left the company to join games site Zylom.

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