Mediaedge:cia signs swansong UIP deal with Emap

LONDON - Mediaedge:cia has signed a cross media deal with Emap Advertising on behalf of United International Pictures for the release of the new film 'The Fighting Temptations', starring Beyonce Knowles and Cuba Gooding Jr.

The deal is something of a swansong for the agency -- MEC has just lost the £32m account to ZenithOptimedia.

The deal involves Emap's Kiss radio, Kiss online and Kiss TV, The Hits, Sneak and Heat properties. Also, UIP has become the second advertiser to use Emap's red button interactivity on its digital radio stations to access information while listening to the radio via Freeview.

This system enables listeners to use their TV remote controls to access multiple pages of product information and promotions. UIP will be using this to give away prizes, including a Christmas shopping weekend in New York.

Ross Cunningham, Emap Broadcast innovations executive, said: "The Fighting Temptations is a great example of how red button can be used to sustain the activity of an on-air promotion. It's an ideal platform to set reminder messages for the listeners, tying into the activity they have heard on the station."

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