Emap Advertising has created a two-hour after-hours club show on
Kiss 100 tailored to promote Sony Playstation 2 (PS2).
The Third Place will launch on Friday and Saturday nights between 2am
and 4am, comprising of film and games clips, with references and
branding littered across editorial plugging PS2.
A promotional push on Kiss' drivetime show in the form of two 30-second
daily trailers will support the programme branding.
The advertorials will run as part of a wider campaign to promote PS2
across Emap brands such as The Big City Network, its string of northern
radio stations, Q and Empire magazines.
In Q and Heat, advertorials will run across review sections and
editorial events relevant to the gaming industry each month.
Jane Kesley, head of cross-media at Emap Advertising, said: "The really
exciting thing about this collaboration is the creation of new content
designed to work specifically for the different audiences of each
medium."
Sony Computer Entertainment UK sponsorship and event manager Carl
Christopher said: "We have bent tradition to create innovative,
arresting and funny entertainment content."
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