The deal was brokered by Microsoft Digital Advertising Solutions (MDAS). Manning Gottlieb OMD managed the campaign.
MDAS claims to have signed double the number of entertainment campaigns in the period May to August 2007 than it did in the same period in 2006.
Josh Heaton-Armstrong, digital marketing manager, Sony Pictures Releasing UK, said: "Piczo is a brilliant place to reach the youth audience targeted for Surf's Up - planned activity delivers both awareness and interaction. Opportunities like this provide cost-effective and unique ways to engage our target demographic."
Mary Hunwick, entertainment and media category manager, MDAS, said: "Advertisers using Piczo can use branded video and downloadable content that adds value to the users' experience."
Although entertainment brands were among the early adopters of digital advertising, the sector has not been investing in the medium to the extent of other industries. It spends five per cent of its marketing budget online, with the overall industry average being 11.4 per cent. (IAB/PwC, April 2007).
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