LOVEFiLM, Europe’s largest subscription service streaming movies and TV episodes over the Internet and sending DVDs by post, has partnered with ZSL London Zoo to promote its brand new Penguin Beach. The campaign, which was brokered by Initiative London, runs across LOVEFiLM’s homepage and dedicated microsite. It offers film fans a selection of hand-picked penguin films, prizes and gifts to raise awareness of the flightless friends’ new home in the heart of London.
Website activity offers a range of competition prizes from DVD credits to redeem against over 70,000 films, including a number of penguin flicks such as Happy Feet and Surf’s Up, to free tickets to the new attraction. Visitors to the microsite who want to book tickets or find out how they can adopt a Rockhopper penguin will be directed through to the ZSL London Zoo website.
The promotional microsite hosted on LOVEFiLM is now live at http://www.lovefilm.com/micro/penguin-picks/home.html
Jo Underhill, Head of European Media Sales at LOVEFiLM, commented: “Animal-lovers across London have been flocking to visit England’s biggest penguin pool and LOVEFiLM’s catalogue of Penguin Pick films is a great way to get the family ready for a day out. By teaming up with ZSL London Zoo on this new campaign we have created a nationwide promotional platform that will reach our 1.6 million subscribers and drive significant traffic to the ZSL website.”
A spokesperson at ZSL London Zoo, commented: “LOVEFiLM is a fantastic platform on which to promote our new Penguin Beach. We need continued support from animal lovers across the UK to help our colony settle into their new home and LOVEFiLM’s campaign will raise vital awareness of the spacious enclosure.”