Cross media contacts to “The Hills have Eyes” and the Counterstrike Cup were created by TV-trailers on GIGA.TV, online advertising on selected gaming websites and the detailed cooperation on the ESL & GIGA Homepage. PR Coverage on GIGA and ESL was intense! Due to the fact that gamers are heavy users of instant messaging, we also communicated the cup on ICQ & MSN.The movie itself was advertised in selected online and print cinema magazines.

Promote the new standard setting horror movie “The Hills Have Eyes” in an appropriate and never done before way!Identify and reach opinion leaders within the target group (males, 18 to 24 years old with a high affinity towards the horror-genre). Create early involvement and relevant word of mouth to stimulate movie visits.

The Cup was a total branding around a world famous network-game!320 players recruited in 16 hours, 141,000 page impressions on the CUP microsite in 3 weeks, above average 137,000 movie visitors in the first weekend!

The target audience was actively engaged in a completely new and striking competition not only involving the players but being broadcast live through streaming and classical TV on GIGA.TV.Players and spectators could post messages, comments and discussion on the forum for the event.

And they did!The campaign was fully integrated into GIGA.TV and followed upon several other gaming sites. Finals were played, broadcast live and reported from the movie premiere site in Berlin.

Competing versus a tough clutter of horror movies in Spring 2006 we identified online-/pc-gaming as the most relevant interest of the niche target audience (progressive horror-movie fans).

Knowing that only a REAL innovation would lead us into their private world of entertainment we created an online pc-gaming tournament with the popular network-game “Counterstrike” (600,000 German players).

In cooperation with the ElectronicSportsLeague (ESL) and GIGA.TV (entertainment channel for computer interested young adults), we called for 64 Teams to compete in a branded yet authentic tournament: “TheHillsHaveEyes Counterstrike Cup”!Like the movie, this tournament was more involving and thrilling than ever before!