Fox Launches "Takeover" Ads on Portals

  |  June 12, 2001   |  Comments

Twentieth Century Fox is aiming to promote the home entertainment release of "Cast Away" with rich media ad campaigns on iWon and Ask Jeeves.

Twentieth Century Fox Home Entertainment is promoting the DVD and VHS release of "Cast Away" with "takeover" campaigns on two major Web portals.

From Tuesday until Thursday, the front page of Ask.com will be redesigned in "deserted island" motif, with Ask Jeeves' mascot butler standing on a beach surrounded by palm trees and coconuts. The effort is meant to evoke Tom Hanks' role in "Cast Away," which goes on sale Tuesday in DVD and VHS formats.

Additionally, the ask.com media buy includes a rich media component, which has "Wilson" -- the volleyball in the film, named by Hanks' character -- bouncing across the page until it comes to rest on an ad unit with links to the film's site.

Fox's buy also featured a similar purchase on iWon.com, which has "Wilson" zipping around the portal's front page, coming to rest in a 180-by-150 pixel ad unit.

The campaign also includes a second 700-by-200 "takeover" ad -- in iWon's Entertainment section. Appearing on top of the area's Top Headlines section, the Flash-based ad shows a tropical beach. The creative's copy, "Discover a journey of hope and survival," is washed away by a wave, to be replaced with "The journey begins today." A separate, 206-by-278 pixel ad beside the takeover ad provides links to the film site.

Such ads -- which briefly usurp the on-screen space a portal has devoted to its content, often to direct attention to a nearby ad unit -- are becoming increasingly common among the big players in Web media. Yahoo, Terra Lycos and Boston.com have all launched several such ads, for advertisers like Ford Motor Co. and Monster.com.

"We sort of look at the landscape and think that online advertising has to be a combination of three different things -- engaging, interactive and personalized, and we aim to work with folks who want to fulfill one or more of those three," said iWon.com co-chief executive Jonas Steinman. "It's a terrific ad, and it's delivering very valuable media impressions."

Takeover ads are "one of a variety of directions people are going in, and it's effective," Steinman said. "User feedback has been strong, as long as you keep it lively. People understand."

The campaign also includes additional pop-ups throughout the portal, also touting the new for-home release, and aiming to drive traffic to the studio's site.

The film's site itself features sections about the film, the special edition DVD release, quizzes and games, and a sweepstakes for a survival-adventure trip.

New York-based interactive shop iTraffic, which is owned by Agency.com, oversaw the campaign.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...