To promote the highly-anticipated release of Pirates of the Carribean: At World’s End this month, Buena Vista International (BVI) has launched a local viral campaign across social networking portal Friendster.
Profero developed Friendster profiles for the five lead characters, including Jack Sparrow, Will Turner and Captain Barbossa, which include downloadable content such as wallpaper, images and movie trailers.
“Watching a movie is largely a social activity,” said John Ng, Profero’s head of media. “The campaign was launched so that fans can relate better to the characters and own a more personalised experience of the movie.”
Media duties were handled by Interactive Hub (iHub Media).
Hitwise Singapore figures show that last July, Friendster had over 50 per cent of the market, followed by MySpace at 11 per cent.
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