The Weather Network begins The Hobbit promotion
By Adnews Staff
Specialty television channel The Weather Network has begun a cross-promotional initiative with Warner Bros. Pictures Canada in support of the release of the film The Hobbit: An Unexpected Journey. The campaign provides weather information for various fictional locations from the world of the story. The effort includes web-based and mobile weather information pages for places including Rivendell, the Misty Mountains and Bag End. The pages also include characters from the film, the movie's trailer, maps and downloadable photographs. The campaign also includes online banner advertising, mobile advertising and social media activities. "With this campaign we wanted to push the limits of conventional media placements and create an environment that not only focuses on the film's characters, but highlights aspects of the fictional world that play just as much of an integral role in the film," said Daniela Marlin, strategy supervisor at OMD. "The Weather Network was the ideal property to bring some of the primary Middle-Earth locations of The Hobbit to life and engage fans in a wholly unique manner." The Weather Network is owned by Pelmorex Media.