CiTV Website Takes On Shark Tale Branding
ITV’s website for children has taken on a new look to promote the launch of Shark Tale, the new computer-animated movie from Dreamworks.
United Virtualities has launched an Ooqa-Ooqa branded browser campaign for the movie, which will run for three weeks on www.citv.co.uk in the UK and concurrently in a range of other markets including France, Spain and Holland.
Visitors to the CiTV website will see that their browser has taken on Shark Tale branding, while playing a version of the 70’s hit Car Wash from the movie soundtrack. In addition to the standard buttons, the Ooqa-Oooq browser also contains a link to the Shark Tale website where users can view trailers for the movie.
The online campaign, which incorporates high definition ShoshtvHD streaming video technology for the first time, is part of a wider year-long, global deal between United Virtualities and United International Pictures.
Martin Wright, European head of sales and business development at United Virtualities, said: “There are no downloads or plug-ins and no need to link to another site. Users simply click on the name of each movie character within the Ooqa-Ooqa to access high definition movie content immediately while remaining on their chosen site.”
According to Wright, “the dramatic yet unobtrusive impact of Ooqa-Ooqa allows advertisers to exploit a new advertising format, whilst standing out from the crowd”. UIP’s first Ooqa-Ooqa campaign was for Thunderbirds, which ran in the UK during July.
Wright said: “The Thunderbirds Ooqa-Ooqa accrued over 4,000 hours of brand exposure time in the UK, from just the first page impression alone. We are now measuring total brand exposure time as users navigate around the publisher’s site with Ooqa-OoqaTM, plus daypart impressions and full interactivity reports.”
Earlier this week the Interactive Advertising Bureau published a new set of best practice guidelines to champion the needs of internet users by monitoring the way in which advertisers use pop-ups and similar rich media ads. The new guidelines will give users control of sound and video formats, ensuring close buttons are clearly displayed and easy to use (see IAB Publishes New Guidelines To Curb Pop-Ups).
Immediate Future: 0845 408 2031 www.immediatefuture.co.uk
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