Capital FM and 20th Century Fox have joined forces to promote Alvin and the Chipmunks at this year’s Jingle Bell Ball.
Footage of backstage interviews will be used to create an animated video of Alvin and the Chipmunks speaking to stars like Pixie Lott, Jason Derulo and The Wanted.
The promotion will also include on air activity, including live reads by the Capital FM jocks offering chances to win online.
Mike Gordon, Global Radio’s Managing Director – Commercial said: “This is the first time we have teamed up with a commercial partner to have a guest interview our artists backstage at the Jingle Bell Ball. It’s great that 20th Century Fox have looked to use our event to create content and we’re really excited about working with them and the LA studio to bring a character from the film to the red carpet at the Jingle Bell Ball, I’m sure the campaign will be successful in driving awareness of the film.”
“We’re absolutely delighted with this partnership. It meets our objectives perfectly for the release and adds an exciting dynamic to our on-air activity” Sarah Francis, 20th Century Fox said.
20th Century Fox has invested a significant amount in the deal with Capital FM, to promote the new movie Alvin and the Chipmunks 3: Chipwrecked, which is due out on 16th December 2011. The deal was brokered by Emma Kozub, Vizeum.
Posted on Friday, December 2nd, 2011 at 6:47 am by RadioToday UK