'G.I. Joe' gets multiplatform campaign

Int'l marketing to include media, social, mobile Web

LONDON -- Paramount Pictures International, the studio's overseas distribution network, is to launch a multiplatform interactive marketing campaign for "G.I. Joe: The Rise of Cobra."

The military marketing campaign will include media, social, viral and mobile Web during the international rollout of the action picture in August.

The digital campaign includes viral videos, extended clips, online games, Facebook applications, mobile sites and applications, as well as initiatives in Sony's online community PlayStation Home, PPI said.

All the elements integrate with the social web so anyone can share high scores, user-generated videos and virals with friends across Twitter, Facebook and other social networks.

"The selection of media and interactive content created takes the film to all corners of the Web and the ability to share content with friends allows the film to reach the widest audience possible," said Heath Tyldesley, Paramount Pictures International director of interactive.

A glimpse of the marketing future, perhaps.