Alienware partners with Paul for movie release  

Alienware, Dell’s gaming brand, has launched its first ever entertainment partnership with Universal Pictures’ new movie ‘Paul’ with a bespoke microsite featuring competitions, trailers, and film and Alienware product information.

The site www.alienware-paul.com went live on Wednesday and will be supported by a press and online campaign, bought and planned by MediaCom, which initiated this week focusing on gaming, film and entertainment media to drive traffic to the site for the film’s UK release on Valentine’s Day.

Natalie Foxwell, Media Manager, MediaCom said of the campaign “The aim for Alienware was to integrate their brand and products into the film and character of PAUL, taking advantage of the huge awareness generated by the film and cast. The competition is a big hook, and the fantastic prize should generate a lot of interest around both the film and Alienware.