Universal Pictures has announced a partnership with European online gaming group Spil Games to promote the international release of ParaNorman, in a deal brokered by Ted@MediaCom.

The promotion will include a complete suite of integrated content, including game hubs, avatars and new game categories, on all three of Spil Games’ U.K. sites, which include GirlsGoGames.co.uk and Games.co.uk.

The campaign will center on a branded microsite, which includes the trailer, film synopsis, image gallery, exclusive ParaNorman avatars for Spil Games, a selection of zombie games and a host of downloadable assets for kids.


“We’re delighted to be working with Universal Pictures and MediaCom to launch this integrated international campaign for ParaNorman, tailored to our targeted audiences,” says James Males, managing director, Spil Games U.K. “Our campaign is focused on engaging film fans in a fun and captivating way. Features like the zombie games, which were specifically set up for this campaign, will drive user interaction, resulting 
in longer dwell times and increased awareness of the film within the target audience.”

The latest stop-motion film from Laika (the animation studio behind Coraline) will premier in the U.K. Sept. 14. ParaNorman tells the story of a misunderstood boy who can speak to the dead.