Online Evolves With Major Video Email Campaign

The increasing popularity of new digital marketing methods has been confirmed with news that Twentieth Century Fox is to launch its first ever video email campaign to promote the release of its new film X-Men 2.

The film distributor will not use any traditional online advertising, such as banners or pop-ups, to launch the film in the UK, but has instead commissioned Empire Design to create a series of video emails to promote the film to an online audience.

The emails will offer registered users and X-Men fans an exclusive clip of the film that will not be used in any other online or offline UK promotions. Fox will offer the video emails to all of its promotional partners so each can target their own databases, reaching a total of around 250,000 email addresses.

Commenting on the initiative, Daniel Robey, head of digital at Empire Design, said: “This campaign really highlights the changing trend in online media buying. The film industry knows that their most important physical asset is the film material itself, and accompanied with targeted email databases the video email is the natural evolution for them.”

Recent research from the Direct Marketing Association shows that the popularity of email as a marketing tool is increasing with 86% of advertising planning to increase their email marketing budget within the next two years (see Email Marketing Is On The Up).

However, the Government recently launched an initiative to crackdown on unwanted email advertising and strengthen privacy rights for electronic communications (see Government To Crack Down On ‘Curse Of Internet’).

Empire Design: 020 7436 2202 www.empiredesign.co.uk

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