UIP targeted its campaign to back the rapper's movie at the 18- to 24-year-old demographic in bars and clubs using the Translucis-owned Magnetic satellite channel.
The Magnetic satellite channel broadcasts to plasma screens in bars and clubs, offering a mix of visual entertainment and advertising that chiefly targets the 18- to 30-year-old market.
UIP surveyed 500 bar-goers across the UK using youth agency 2cv. Running the campaign on Magnetic delivered spontaneous ad recall figures 63% higher than using TV, press, cinema and outdoor without in-bar support. The survey also showed the Magnetic campaign increased the number of people going to see the film by 36%.
Aaron Quinn, a strategist at Mediaedge:cia said: "Magnetic gave us an effective way to reach the young target audience of '8 Mile'. The channel significantly impacted awareness of the campaign."
The campaign aired on Magnetic throughout the Christmas period and comprised a 30-second trailer that was shown four times an hour across the national network of Magnetic screens, which is estimated to have been seen by more than 1.3m people a week.
UIP is the fourth film distributor to use Translucis' Magnetic channel to reach the elusive 18- to 30-year-old audience and has previously advertised 'The Bourne Identity,' 'The Ring,' and 'Jackass: The Movie',
Sue Aitken, marketing and development director at Translucis, said: "We know bar-goers talk about what they see on our screens. The '8 Mile' campaign demonstrated the 'Magnetic effect' of generating word of mouth at a key time when they're considering what to do next on their night out."
Translucis is backed by drinks giant Diageo. Advertisers that have used Magnetic include lifestyle brands such as Hutchison's 3, 20th Century Fox, Lynx, Glamour magazine, Reebok, Revlon, O2 and Sony, plus drinks brands such as Bacardi Breezer, Budweiser, Pernod, Red Square, Smirnoff and Stella Artois.
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