Lionsgate launches digital campaign for The Expendables

Film distributor Lionsgate has launched a digital campaign to promote 'The Expendables', with the takeover of Yahoo!'s homepage.

The Expendables: digital push features on Yahoo! homepage
The Expendables: digital push features on Yahoo! homepage

The campaign by MEC Interaction, MEC’s specialist digital, social, search and direct response business, has been designed to drive awareness and ticket sales for the new action film, directed by Sylvester Stallone and starring Bruce Willis and Mickey Rourke.

The takeover will integrate 3D and available video content from 'The Expendables' trailers on Yahoo!’s web and mobile homepages. When users log on to the homepage, they will see a plane loop around the screen, before it crashes into a video box out.

The Yahoo! takeover is supported by trailers running across Facebook, YouTube, Gaming sites and Sky sports. The digital campaign supports TV, radio, press and outdoor activity.

Ross Cunningham, head of marketing at Lionsgate, said: "Our team at MEC Interaction has a proven track record of ground-breaking digital marketing solutions, and we look forward to developing a truly creative and targeted digital plan with them to launch 'The Expendables' in the UK."

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content