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Entertainment One conducts Ender's Game campaign

Film distribution company Entertainment One is conducting an online campaign in support of the movie Ender's Game. The campaign, developed by Spoke of Toronto, included a one-day element making use of YouTube and mobile devices. On Nov. 1, a 30-second video ran on the masthead of the Ender's Game YouTube page. The video concluded with an URL viewers could enter into a mobile device to play a promotional video game. The device would act as the controller, while the game appeared on the user's computer screen. Players would then be invited to share their scores via Facebook or buy tickets to the film. According to the company, this is the first time this form of in-banner advertising has been used in Canada. The campaign, which also includes Facebook, YouTube and TrueView ads, as well as Twitter materials, is aimed primarily at males between the ages of 18 and 24.

"The experience puts fans in the scenarios that commence Ender's training from the storyline," said Kai Exos, executive creative director at Spoke. "A team of half a dozen technologists and designers crafted the gameplay during the partnered integration with YouTube."

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