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Blockbuster Online Launches Internet Ad Campaign

17 Aug, 2004 By: Holly J. Wagner

Blockbuster Online has launched its Internet advertising campaign with banner ads touting the service's title selection and the service's slogan, “The Movie Store At Your Door.”

Blockbuster contracted with ad firm Avenue A/Razorfish, an operating unit of aQuantive, Inc. The banners feature the Blockbuster Online logo and a short list of features, including no due dates, 25,000 titles and two free in-store rentals a month.

“We're very excited about the launch of Blockbuster Online and subsequent rollout of our interactive marketing campaign,” said Shane Evangelist, SVP and general manager of Blockbuster Online. “The online audience is a key target for us, and we believe that the high-quality digital marketing campaign produced for us by Avenue A/Razorfish will help Blockbuster Online succeed.”

Ads are expected to run on Web sites including Excite, iVillage, American Greetings Network and AtomShockwave, among others. Part of the campaign includes sponsored searches. One banner even popped up on a site that offers Securities and Exchange Commission filings — during a search for Movie Gallery. Clicking on the banner sends the user to the Blockbuster Online signup page.

The initial campaign is scheduled to run through September, but there are plans to continue advertising online at least through the end of the year.

The online rental service will also get exposure on Microsoft's MSN.com site.

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