DreamWorks Inks ITV Promo Deal24 Feb, 2003 By: Hive News
DreamWorks is in a deal with media center and interactive television provider Digeo to promote 10 upcoming movie releases on the Digeo Basic iTV service.
The service is available to more than 650,000 Charter digital cable customers nationwide under the brand Charter i-Channels.
The agreement lets DreamWorks supplement its traditional advertising with interactive television to reach target audiences early.
Basic iTV will provide DreamWorks with a four-week "always on" advertising presence for 10 movie campaigns.
"After reviewing the results of our three campaigns with Digeo, it became clear that iTV could become a strategic part of our advertising strategy," said DreamWorks' Michael Vollman. "Our ongoing relationship will help us effectively promote our new releases while giving us the opportunity to learn more about how TV marketing can and should evolve. With iTV, we're able to see how the Charter customer audience interacts with our releases."
Interactive banner ads and offers that appear throughout Charter's i-Channels let viewers to click through to a Movie Micro i-Channel containing a movie synopsis, actor listing, rating information and the opportunity to enter a contest for a trip to a premiere movie screening or movie memorabilia.
DreamWorks first tested interactive movie promotions with Digeo last year, including campaigns for Spirit: Stallion of the Cimarron, Catch Me if You Can, and the home video release of Minority Report. Digeo incorporated interactive advertising elements on various i-Channels, such as sponsorship ads on i-Entertainment and the Charter i-Channel and Micro i-Channel contests offering movie-related prizes. Since the launch of the first DreamWorks advertising promotion on the Charter i-Channels, The campaigns delivered more than 21 million viewer impressions and, on average, 16 percent of Micro i-Channel viewers have entered to win prizes from DreamWorks, a Digeo spokesperson said.
"DreamWorks' decision to solidify its advertising relationship with Digeo tells us one thing-interactive advertising works. The consumer response to this new method of advertising has been tremendous," said Karl Meyer, Director of National Advertising Sales for Digeo Basic iTV. "The combination of Digeo Basic iTV and Charter's 650,000-plus viewer base offers a valuable testing ground for companies such as DreamWorks who want to get a head start on interactive advertising. We are actively exploring the opportunities that this medium provides, and look forward to offering our advertising partners even more value through additional planned commerce and entertainment features."
Accessible through the same remote and set-top box that customers already use, the i-Channels offer on-demand information including weather, sports, entertainment, local, national and financial news, interactive games and shopping.