was appointed by Hong Kong Legends, owned by Medusa, to create a campaign and microsite, which will be the focal point of two competitions to win box sets and exclusive merchandise.
is to be promoted via a campaign aimed at 18- to 35-year-old fans of action movies and gaming, with an email campaign that will be sent to Hong Kong Legends' mailing list and other movie fans, as well as an online PR campaign targeting message boards, forums, newsgroups and competition sites.
Egovision was appointed to the work after it created a campaign to promote the cult Japanese film for Premier Asia, also owned by Medusa.
John Lyons, interactive director at Egovision, said: "We provided ideas for an online campaign to support the new Bruce Lee products to include a microsite and a range of viral and promotional ideas."
Lee appeared in his first movie when he was just a baby and went on to star in dozens of martial arts films, including 'Enter the Dragon' and 'Fists of Fury'. He was working on a film called 'The Game of Death', when he suddenly died in Hong Kong, a month short of his 33rd birthday, from a cerebral oedema. This has not, however, halted his film career, with many films subsequently released using old footage.
The 30th anniversary of his death falls on July 20 2003.
Brian White, label manager and DVD producer for Hong Kong Legends, said: "This is an extremely important promotion for Hong Kong Legends because Bruce Lee is one of the greatest icons of this genre and era. However, he still continues to reach out and touch generations after his death, inspiring millions, so it's an honour to deliver a microsite which pays homage and testament to a wonderful Hong Kong legend."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .