Sony prints newspaper covering the series Lost to usher in the new season.
Sony Entertainment Television en Veo, Sony’s free digital cable channel, is rolling out an original campaign from November 26 until December 20 to promote the second season of Lost which begins on Saturday, December 1 at 8:30 pm.
The campaign is using a novel approach, the production of an original 8-page newspaper with a circulation of 125,000 copies. The paper will be distributed in shopping centers, universities and transport stations in Madrid, Barcelona, Seville and Valencia.
Besides information and promotional material about the Lost series, readers will find stories about other programs on SET en VEO. MediGroup will create and distribute the newspaper.
The promotional campaign will also include outdoor ads (posters in universities located in Madrid, Barcelona, Seville and Valencia), television spots (promotional pieces on AXN, VEO, and SET en VEO), along with magazine inserts (TV Mas, FHM, Interfilms y Cuore).
The internet site is also holding a photography contest in which the winners will be chosen by popular vote on the microsite (www.setenveo.es/perdidos). Prizes include a 32-inch Sovy Bravia television and 5 PSP’s among others. The campaign has been completely integrated by the marketing department.