New York City-based togglethis entered partnership agreements
with Spin New Media and Honkworm for new toggled programming. toggled shows,
interactive e-mail-based content, advertising campaigns and new forms of
entertainment provided directly to consumers’ desktops.
togglethis, working in conjunction with Spin New Media, a division of Spin
Communications, is creating a toggled show for Carlton United Breweries’
leading cold filtered beer in Australia, Carlton Cold. The show will consist
of six episodes featuring “Coldie,” a pesky bar mate with whom subscribers can
interact.
Spin Communications is an Australian-based marketing agency for lifestyle,
fashion and youth brands. Carlton Cold’s toggled show is a key component of
Spin’s larger marketing campaign to launch the beer’s new Web site, drive
traffic to the site and extend Carlton’s brand online. The site will be launched in late
February.
togglethis also partnered with Honkworm, an online advertising and
creative agency in Seattle. Using toggled shows, Honkworm will distribute
entertaining, original content to subscribers. Because of togglethis’ recent
distribution deal with Lycos, consumers will be able to access the
Honkworm shows through the portal, in addition to togglethis’ and Honkworm’s
Web sites.
“Online and offline brands are looking for innovative ways to connect with
consumers on the Internet,” said Paul Maya, CEO of togglethis. “With these
deals, we have examples of how companies can implement one of the best aspects
of the Web–its interactivity–by using toggled shows to reach their
customers.” Financial arrangements were not disclosed.
Once consumers subscribe to serialized togglethis shows, they are e-mailed an
episode every week, which they can view immediately on their desktop. Media
companies can create toggled shows that extend their brands to the Web, create
stronger relationships with consumers and generate revenues through
advertising and sponsorship.
