BLM Quantum, Arena BLMs digital media agency, has created an integrated media campaign with a strong social media and mobile focus to support the launch of Paths latest film Tormented, which opens in UK cinemas on 22 May. 
The film is a scary high school movie starring Alex Pettyfer as a merciless bully who teases anyone considered a loser. The story sees a young overweight boy, taunted so badly that he committed suicide, come back as a zombie ghost to seek revenge on his ex-classmates. The film also stars April Pearson and Larissa Wilson.
BLM Quantum and Path have created a social networking application running through the Tormented fan page on Facebook to drive awareness and excitement of Tormented amongst a key audience of 15-19 year-olds, and to drive and sustain viral activity up until the film release. The application will be promoted through a two-stage messaging campaign to 30,000 mobile phone users within the target audience group.
At the heart of the campaign is the Tormented movie fan page on Facebook. The competition encourages groups of people to show how much fun they have on a night out to win a chance to party with the cast and attend the Leicester Square Premiere.
Groups will gain points for posting status updates, links and photos to their individual profile which prove they have the most fun. The application, built by Nudge, calculates your score based on the content youve uploaded and the groups with the highest points will secure places at the premiere and after-show party. BLM Quantum is running targeted events and fan page banner adverts across Facebook to push traffic to the Tormented Facebook page.  
The mobile campaign will be driven by an interactive SMS targeted directly to 30,000 15-19 years olds, booked through Blyk. Recipients will be teased with the question: Want an invite to the party of the year? Those who respond with a Yes will receive an MMS with an image and audio message from April Pearson, if they are male, or Alex Pettyfer if they are female.
The MMS will link to a WAP site, and there will be additional follow up message to respondents letting them know when the film goes live, inviting them to visit the WAP site, and directing them to the Facebook fan page.
Other online activity includes viral seeding and display advertising across various sites including Kiss, Kerrang, NME, MTV and E4. The movie is also being supported offline with a TV campaign and targeted six sheets billboards, together with a print campaign in Metro, New and STAR Magazine.
We have developed a brand new campaign that gets right to the heart of the target audience, says Arena BLM Account Director, Laura Langthorne. Using their media, mobile and online, we have created a new competitive community, creating constant user engagement which will ensure continued viral presence right up until the release of the film.