MXG Media, the publishers of MXG Magazine (formerly moXieGirl), MXGtv, and the newly re-launched MXGonline.com, on Thursday kicked off a
multi-million advertising campaign aimed at boosting brand awareness.
Specific numbers for spending weren’t disclosed.
The campaign will start on WB‘s hit
television series Dawson’s Creek, and will run on MTV and on the radio in
six national markets — New York, Los Angeles, Chicago, San Francisco,
Detroit and Philadelphia.
The ads, which highlight the community and commerce features on the MXG
Media’s properties, show hip teen-age girls playing sports, dancing and
having fun with friends.
The company has also developed Web content that crosses over from the
commercial, allowing site visitors to watch a “behind-the-scenes” video,
offer feedback, and shop for clothes and music featured in the TV spot.
The ad and Web site will also feature a song by Patty Griffin’s album
Flaming Red, and, through a marketing partnership with A&M Records, MXGonline.com visitors
will be able to buy the disc on CDNow.com.
MXG Media is part of a growing number of Web properties targeting
generation Y, including Bolt, Alloy Online, iTurf.com, and Snowball.com.
