Community site operation theglobe.com launched a $27 million
advertising campaign designed to promote its brand and key services,
including its online clubs.
The commercials will air on network and cable television in New York through
the week of Dec. 20 on shows like Dawson’s Creek, 20/20 and Ally McBeal.
Empowerment through a network of e-mail clubs is the theme addressed in the
two spots.
The “Build a World Around You” campaign will continue through the year 2000
with an initial roll out in the New York, Washington, D.C. and Atlanta
markets.
Created with boutique agency BLACK Ink, the campaign is designed to
draw attention to theglobe.com’s new “globeclubs,” which allow users to
create clubs around their favorite topics or issues.
“People like to know they are not alone. The notion of being able to reach
out to others easily, proved to be a very compelling concept in our focus
groups,” said Kerri Fox, director of marketing at theglobe.com.
BLACK Ink. is a strategic planning and integrated marketing company founded
in 1997. Clients have included Chase Manhattan and American Express.
theglobe.com network is comprised of theglobe.com community and game sites Happy Puppy.com, GamesDomain.com, KidsDomain.com and ConsoleDomain.com.