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
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."
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.