Paramount to back DVD with viral email

Paramount Home Entertainment is to launch a viral email and online campaign to promote the DVD launch of classic 80s stalker blockbuster Fatal Attraction.

The email contains a link to www.fatalattraction.co.uk for a spoof quiz called 'Are you the jealous type?', to test how balanced recipients are likely to be in a relationship.

It is the first time Paramount has used this method of promoting a back-catalogue DVD.

Competitions to win prizes including wide-screen TVs and DVD players are being run on the web sites of GMTV (www.gmtv. co.uk), Jazz FM (www.jazzfm.co.uk) and The Sun (www.the sun.co.uk), with links to the quiz.

Radio and online specialist markettiers4dc handled the creative, design and build of the quiz, which asks questions such as whether users have any pictures in their photo albums with the face cut out.

"When Fatal Attraction was first released 15 years ago, word of mouth helped to make it an enduring success," said Helen Moore, account manager at markettiers4dc.

"Now viral marketing can help to create the 'talked-about factor' that sparks people's interest."

The email was seeded to more than 8,000 registered users of consumer market research site Tickbox.net. It also went to Paramount's consumer, media and retail-buyer lists, which are handled by its PR agency, Countrywide Porter Novelli.

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