Zap2it Honors 20th Century Fox Television with Interactive Break-Through Award at Promax/BDA Conference
NEW YORK, June 14 /PRNewswire/ -- Zap2it recognized 20th Century Fox Television for outstanding interactive program promotion at the Promax/BDA 2007 Promotion and Marketing Awards in New York tonight. The online entertainment network selected Fox as the recipient of its Interactive Break- Through Award for their "Robin Sparkles & MySpace" work developed in support of "How I Met Your Mother." The winning submission by the show's producers hinged on an 80's era music video entitled "Let's Go to the Mall." The video was integrated into the "Slap Bet" episode of the show and utilized as a device to reveal the embarrassing past of a key character. Viewers were directed online to a faux MySpace fan page where they could watch the entire video, learn more about the artist and sign up as friends. The video was streamed nearly 300,000 times in the week following its on-air mention and featured extensively on sharing sites, TV sites, and blogs across the web. Most importantly, "How I Met Your Mother" enjoyed a ratings lift the week after the "Robin Sparkles & MySpace" promotion bowed becoming CBS's number one show with viewers under 35. Zap2it is the leading online entertainment network reaching more than 3 million influential TV and movie fans each month with flagship site (http://www.zap2it.com) and the more than 300 affiliate web sites carrying Zap2it's new TV listings, movie show times and exclusive entertainment coverage. The Zap2it Interactive Break-Through Award was developed to recognize the best of the best work at Promax across the Online Advertising, Interactive Promotions and Websites categories. Key criteria in the evaluation process include the innovative use of online media, measurable audience engagement and effectiveness in driving tune-in. "The brilliant use of social networking and video sharing sites by the show's producers to build community around Robin Sparkles and jumpstart the viral spread of her 'Let's Go to the Mall' music video demonstrates a noteworthy break-through in interactive promotion," said Rebecca Baldwin, General Manager, Zap2it.com. "Our studio and producers are always experimenting with innovative ways to use new media to engage our fans and extend our properties into the digital space," said Steven Melnick, Senior Vice President of Marketing for Twentieth Century Fox Television. "Robin Sparkles was the ideal marriage of great creative execution by the producers and a marketing application that empowered our fan base to advocate across the web for this critically acclaimed series they love." About Zap2it Zap2it is the online entertainment destination for TV and movie fans who want to stay connected to popular shows, films, events, celebrities and to other fans. The Zap2it.com flagship site and extensive network of newspaper and media affiliate partners covering top DMAs provides advertisers deep reach among an influential and engaged audience. Zap2it is produced by Tribune Media Services, a division of Tribune Company (NYSE: TRB). For more information, visit http://zap2it.com/mediakit. Tribune Media Services' Entertainment Products division is a leading provider of print, online and on-screen entertainment listings and editorial information to newspapers and online media, cable and satellite operators, and consumer electronics companies. For more information about TMS and its products and services, visit http://tms.tribune.com. 20th Century Fox Television, a division of News Corp, is a leading supplier of entertainment programming domestically and around the world. CONTACT: Mark Yamada Marketing Manager Zap2it.com Office: 310.452.6020 Cell: 310.804.0372 Email: email@example.com
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