New Line Cinema said it plans to use Interactive Character Technology created
by New York-based togglethis to
bring to life the classic Robot character from its soon-to-be-released
(April 3) film “Lost in Space.”
The film stars Gary Oldman, William Hurt, and Mimi Rogers.
The infamous Robot with his trademark line, “Danger, danger, Will Robinson,”
will appear in a series of six, 60-second interactive cartoons available free
via e-mail from the “Lost in Space” Web
site and the togglethis Web site.
The campaign marks the first use of togglethis’s IC Technology to market an
entertainment product online, the companies said. Consumers can not only
interact with the Robot, but also the Robot can actually take users to
designated entertainment sites to find out showtimes and where the film is
playing locally.
“The interactivity of the `Lost in Space’ Robot enables us to speak directly
to consumers in a personalized and direct fashion,” said Gordon Paddison,
manager of Interactive Marketing at New Line Cinema. “This is a priceless
branding opportunity and smart
marketing.”
“The benefits of Interactive Characters for online entertainment marketers
are extraordinary,” said Marc Singer, co-founder of togglethis. “These
characters enable marketers to easily and inexpensively build relationships
with online consumers.”
Financial details of the arrangement were not disclosed.
