Microsoft has scored an elaborate multiplatform ad buy from ABC, which is promoting its upcoming sci-fi series FlashForward with a major assist from the software giant’s company’s video game assets.
The digital ad blitz, which sources said is valued at several million dollars, kicks into high gear this week with a wide array of ad placements on Microsoft’s Web, mobile and gaming platforms. The full first act of the FlashForward pilot has been available since Sept. 10 on Xbox Live—the online subscription platform where 20 million Xbox owners congregate, download movies and TV shows, and play online games.
On the series’ premiere date (Sept. 24) Microsoft’s in-game ad group Massive will serve Flash ads within 12 Xbox video games, including the mega hits Guitar Hero 5, Madden 10 and Tiger Woods PGA Tour 10.
Also that day, ABC will have a major presence on the MSN portal that includes a homepage takeover ad on MSN.com, a branded Flash site on MSN TV and ad placements that will envelop the content on MSN’s celebrity channel Wonderwall. In addition, Microsoft has built ABC a custom mobile site to promote the show, and will also run ads on its mobile portal.
Plus, users can sign up to receive text alerts prior to the premiere and can download Flash-themed phone wallpaper.
The multifaceted campaign is said to make up the bulk of ABC’s digital effort to tout the much-hyped Flash. The deal—stewarded by ABC’s agency Wieden+Kennedy—marks the second major win for Microsoft, which landed a similar buy for Discovery’s Deadliest Catch in April.
Keith Lorizio, vp of U.S. sales, Microsoft Advertising, said the company’s ability to deliver young male gamers who are likely to be drawn to the sci-fi show, was crucial. “We have a multi-screen user experience, and we have scale on all three. Xbox is absolutely a differentiator.”
Mike Benson, executive vp, marketing, ABC Entertainment Group, said ABC typically expects 3-5 percent of users exposed to a promotional campaign online for a new show will actually tune in. Given the young male audience of the Xbox, they are shooting for 10-15 percent. “As we all know, audiences have become incredibly fragmented,” said Benson. “For a show like Flash Forward…We actually think that with Xbox, we’ll get a deeper, more engaged audience that will spend a lot of time with it.”
Source: MediaWeek
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