The ads use Simplicity Marketing's Flashtalking technology and feature a 30-second trailer for the film starring actors Will Smith and Martin Lawrence. They are appearing in the Hotmail accounts of 1.7 million 15-24-year-old males in the UK and start to play automatically when inboxes are opened.
Clicking through the ads takes users to the film site (www.bad boys2-themovie.co.uk), created in-house, where they can watch the film trailer, access a virtual Miami and hear the soundtrack.
The campaign launched last month. "The video ads are perfect for the film and entertainment industry," said Amanda Anthony, trade marketing manager at MSN UK. "The trailer for each movie is one of the most effective selling tools at our disposal," said Chris Gilbody, account manager at Manning Gottlieb OMD.
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