Film company 20th Century Fox has become the first brand to appear on a NanoSite that runs in a new generation of video players launched by Bore Me, Europe’s leading viral video website. Advertisers, publishers and content owners can run interactive ads in the NanoSite which provides a new and extremely flexible format to communicate an advertising message in an enriched, non-intrusive way to an audience targeted by their interest in particular videos or types of videos (based on tags).
20th Century Fox is promoting ‘28 Weeks Later’, the follow up to the cult 2002 British post-apocalyptic science fiction/horror film ‘28 Days Later’, through the service. The NanoSite will feature a trailer, background to the story, a photo gallery and a link to the official MySpace site.
The NanoSite forms part of an integrated and exclusive 3 week campaign on Bore Me, which aims to tease, raise awareness and engage the target audience by using new interactive viral ad formats in time for the 11th May release date. This includes the first teaser campaign ever using a MPP (Media Player Promotion), sponsorship and seeding. Bore Me will measure the overall success of the campaign. The deal was brokered by DBMgrid, and Louise Brennand from Starcom Digital. 28 Weeks Later will also be promoted via newspaper ads and an underground poster campaign.
This is not the first time 20th Century Fox has promoted its films through inventive viral campaigns on Bore Me. Releases such as X-Men3, Thank You For Smoking, Nightwatch and Severance were promoted via sponsorships, viral trailer seeding, advertorials, caption competitions and blipverts.
Chris Green, Marketing Manager at 20th Century Fox said: “As a way of targeting the right audience, BoreMe.com’s NanoSite is an ideal format to provide a deeper, enriching experience for the user. Having worked with Bore Me before we know their audience pass on interesting material to their friends and this translates into peer to peer recommendation, creating invaluable word of mouth and ultimately more box office ticket sales.”
Richard Leishman, CEO at Bore Me said: “The NanoSite cracks the problem facing all video sites – how to integrate high quality and relevant advertising messages into video content without spoiling the user experience. The NanoSite is unique in its combination of content based targeting, high impact branding and deep levels of interaction delivered without any interruption of the users viewing experience. 20th Century Fox have been very inventive with the type of viral campaigns it has implemented and we’re pleased to have them run this campaign on the first NanoSite.”
Visit NanoSite: www.boreme.com/28weekslater
