AOL Signs Cross-Promotional Deal With Blockbuster
AOL UK has announced a wide-ranging cross-promotional deal with video rental chain Blockbuster that will see the two firms form a strategic retail and online marketing alliance.
The new partnership will see AOL promote Blockbuster’s online DVD rental service, while Blockbuster will promote AOL’s internet services through a range of promotions in its 720 stores across the county.
AOL’s promotion of Blockbuster will include coverage on its online Entertainment channel, as well as extensive advertising in key pages of the AOL service such as the Men, Women, Music and Games channels, allowing the company easy exposure to more than two million AOL members in the UK.
Commenting on AOL’s latest marketing push, Karen Thomson, chief executive of the internet giant said: “The lines between the internet and home entertainment are blurring, due in part to the impact of broadband on the mass market, and we are delighted to be teaming up with a major UK entertainment brand such as Blockbuster.”
She added: “This agreement means that we can reach a large audience of consumers via Blockbuster’s UK stores and gives Blockbuster the opportunity to promote its new UK online DVD rental service to our more than two million members in the UK. For our members who have very busy lifestyles or who don’t live near a Blockbuster store, it’s a no-fuss way to rent their favourite films.”
The move follows a similar deal last year to extend AOL’s distribution with high street electronics giant Dixons. The agreement sees AOL’s dial-up internet services promoted in Dixons 1,100 stores throughout the UK following the demise of an identical deal between the retailer and rival internet service provider, Freeserve, know known as Wanadoo (see AOL Signs Major Internet Marketing Deal With Dixons).
Last month Wanadoo signed a distribution deal with electronics retailer Maplin, giving both internet service providers distribution deals with high street electronics retailers. However, AOL’s agreement with Dixons is on a far larger scale and the latest deal with Blockbuster may be enough to tip the balance in favour of the American company, increasing take-up of both its dial up and broadband offerings (see Wanadoo Bolsters High-Street Presence With Maplin Deal).
AOL: 01268 530919 www.aol.co.uk
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