Zap2it Honors 20th Century Fox Television with Interactive Break-Through Award at Promax/BDA Conference

Jun 14, 2007, 01:00 ET from Zap2it

    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
 ( 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,
     "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 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
     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
     20th Century Fox Television, a division of News Corp, is a leading
 supplier of entertainment programming domestically and around the world.
     Mark Yamada
     Marketing Manager
     Office: 310.452.6020
     Cell: 310.804.0372