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Universal Promotes Digital Marketing Exec

Doug Neil steered online campaigns for 'The Purge,' 'Fast and Furious'

As more film campaigns turn to the Web to generate buzz, Universal has upped Doug Neil to exec VP of digital marketing.

Neil, who helped grow “The Fast and Furious'” online following and oversaw “The Purge’s” digital campaign, has worked with the studio’s digital marketing group since 2006. He reports to co-president of marketing Michael Moses and works closely with marketing prexy Josh Goldstine.

“Doug earned this promotion with every click, like, post and share he and his team have generated for our films, propelling our studio into industry leaders in the digital and social spaces,” Moses said in a statement on Monday announcement the promotion.

Neil also promoted Universal R-rated comedy “Ted” by launching a twitter handle, @WhatTedSaid, that spouted tweets written by the film’s scribes. The account introduced fans to the film’s digital teddy bear, and the studio says it earned more than 200 million engagements across social media platforms.

Prior to joining U, Neil served as director of account strategy at AOL.

As more tentpoles continue to fight for space at the box office, studios have increasingly focused on targeted marketing campaigns.  In March, for example 20th Century Fox debuted a six-second trailer for “The Wolverine” on Vine.

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