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Fox is Twittering With 'Dollhouse'

22 Jul, 2009 By: Eui-jo Marquez

20th Century Fox Home Entertainment has partnered with EyeWonder Inc. and Moxie Interactive to incorporate Twitter in ad units to promote Dollhouse: Season One, according to EyeWonder.

Viewers will have the ability to tweet directly in banner ads for Dollhouse: Season One, which streets July 28 on DVD and Blu-ray Disc.

“We’ve recently seen brands using Twitter in different ways to help promote a product or service, but we wanted to take the technology a step further by giving users the ability to tweet directly in the ad unit,” said Michael Rosner, SVP of global sales at EyeWonder. “Given we wanted to launch this new rich-media feature with a premier partner, we used FHE’s Dollhouse: Season One campaign, as the social aspect of it allows people to share their thoughts on the show and drum up excitement about the Blu-ray/DVD release.”

The rollover ads display tweets from “Dollhouse” star Eliza Dushku’s Twitter feed and invite users to sign into their own accounts to tweet about the show. Viewer tweets could appear on the banner as well.

“With the Twitter function, we hope to foster real-time conversation among fans of the show and hopefully give those who haven’t seen it yet the opportunity to gain more insight into what it’s all about,” said Mark Levien, executive director of digital marketing at 20th Century Fox Home Entertainment.

The ads will run through Aug. 3 on male-targeted and sci-fi sites.

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