Warner Bros. Trots Out Web Campaign for Film
Warner Bros. Pictures is throwing millions behind its release of the
summer comedy “Cats & Dogs,” although that figure likely won’t include
extensive promotion the studio is launching with fellow AOL Time Warner
companies.
Cartoon Network will host movie content like character profiles and a
“Cats & Dogs” poll, in addition to a banner ad campaign designed to drive
traffic to the official movie site, www.catsanddogsmovie.com. Similarly,
sister broadcast network Kids’ WB is launching a Web poll and will carry
similar promotions.
Time, Inc.-owned Entertainment Weekly will deliver promotional e-mails to
members of EW.com, while AOL Instant Messenger will feature ads promoting
the film.
The main non-AOL feature of the online campaign consists of an eBay
auction, in which the studio is auctioning off prints of the film’s “actors”
and their voice counterparts.
Avenue A Shutters London Office
Seattle-based online marketing firm Avenue A said it’s closing its
10-month old London office.
The move is aimed at reducing international expenses to focus on U.S.
clients. The unit had about 16 employees, and will finish up current client
assignments.
The company also said that it would provide “updated financial guidance”
during its second quarter conference call late next month.
Enliven Expands Flash Offerings
In a bid to round out its product offerings, Waltham, Mass.-based rich
media ad firm Enliven debuted drop-down Flash ads.
Actually, the ads can expand in any direction, although it’s expected
that most marketers initially will use the offering to create banners that
“drop down” on click or mouseover, to reveal more information (similar to
offerings by players like PointRoll and Microsoft’s MSN).
The offering completes the current product offerings picture for the
pioneering rich media banner firm. Previously, the company offered
expandable ads in Macromedia Shockwave format only.
The product is aimed at appealing to advertisers — who can create larger
ads than can fit in a normal-sized banner — as well as publishers, who can
deliver an ad that can show more information by expanding, rather than
linking to another site.
SparkLIST Offers Subscriber Purchasing
Milwaukee, Wis.-based e-mail list manager SparkLIST.com now offers a
product whereby marketers and publishers of e-mail newsletters can purchase
subscribers.
The pay-per-subscriber offering complements the company’s other
offerings, which includes e-mail list hosting, management and e-mail
creation.
SparkLIST.com generates the e-mail addresses by promoting advertisers’
e-mail newsletters via co-registration and affiliate deals with Web
publishers.
