MSN To Transform Homepage With Terminal Promotion
MSN and specialist digital marketing agency Zed have secured a deal with DreamWorks to promote its new movie The Terminal through a unique MSN Homepage take-over targeting over three million internet users.
The deal is the first of its kind for MSN and will see a combination of image overlay advertising and streamed video carried on the popular internet portal. The activity forms part of a wider cross-media campaign designed by The Creative Partnership and uses brightly coloured airport information boards which dissolve into the film’s trailer.
In addition to the initial MSN campaign, Zed will also target other popular internet sites including The Guardian Unlimited and The Times Online entertainment sections. The portfolio of sites is designed to deliver a broad spectrum of online properties to reflect the appeal of a movie, directed by Steven Spielberg and starring Tom Hanks.
Commenting on the promotion, Marco Bertozzi, Zed’s commercial director, said: “Zed is always looking for more engaging ways to support a film release and as soon as MSN allowed this creative concept to be used, we integrated it into the campaign.”
He added: “The combination of overlay and the video clip helps to deliver the film experience, which is the first MSN take-over that uses both forms of creative delivery together. This works especially well by interpreting the airport theme of the film as part of the creative concept. Using MSN alongside the other online properties ensures the campaign for The Terminal is delivered to a wide ranging audience.”
Branding familiar internet environments is growing in popularity, particularly amongst movie makers. Film giant UIP recently became the first such company to re-brand the web browsers of internet users visiting citv.co.uk with Thunderbirds livery (see UIP Pushes Thunderbirds With Branded Internet Browser).
MSN: 020 7465 7700 www.msn.co.uk
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