The deal, running across TV, radio, online and press, has taken inspiration from the movie's main premise: "Change one thing -- change everything".
An online competition is at the centre of the deal, which will capture audiences from all other media, offering the chance for audiences to change their lives with a £1,000 prize.
On air, MTV is to create a 40-second advertorial, which will run on all MTV channels. This will drive viewers to a microsite where they can enter the competition.
On 95.8 Capital FM, ads will promote the release of the film and drive listeners to the microsite. For press, IPC Ignite! will recreate the competition in Nuts and the NME.
Dan Salem, commercial director for Viacom Brand Solutions, said: "This film is a great vehicle for the first brief of RSVP. The creative solution gives us the chance to show existing and future clients the capabilities of integration and targeting of specific demographics we have at our disposal."
'The Butterfly Effect' opens this weekend in UK cinemas and stars Ashton Kutcher as a man who travels through time to change a disturbing past but finds that the changes alter his future in unpredictable ways.
The deal was brokered by John Corey, broadcast director at Target NMI, and Drachan Forster, sponsorship and promotions manager at Viacom Brand Solutions.
RSVP was launched last month as a joint initiative through Capital, Viacom and IPC allowing media agencies and advertisers to target a youth audience through radio, Viacom's 14 television channels and IPC's magazines. It aims to rival Emap, which offers cross-media solutions to advertisers across its TV, radio and magazine brands.
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