Online video is emerging as a tool to extend brands and drive sales. The promotion tactic is winning favor with media companies and is likely to find new followers as word of its impact spreads.
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| Kirstie Alley promotes Fat Actress Big Fat Job sweepstakes |
In its first-ever venture, Showtime Networks will team up with Internet portal Yahoo to stream the complete first episode of
Fat Actress simultaneously with the show’s premiere on Mar. 7 at 10 p.m. ET. This marks the first time Yahoo will debut an entire episode of a TV series, making the show’s premiere available to anyone with Internet access. The Webcast will remain available for streaming, in its entirety, on Yahoo TV at
Tv.yahoo.com until Mar. 12.
The latest effort by Showtime is designed to drive sampling of the new show and boost subscriptions in a new way, Mark Greenberg, executive-VP of Showtime Networks, Inc., said.
“It’s a very interesting way to reach a large, potential audience,” Greenberg said. “It’s a unique way to capture their attention.”
Last fall, American Online let its subscribers view the WB Network drama Jack & Bobby in part or in full via a Webcast effort. In a recent partnership, AOL signed a deal with General Motors Corp.’s Buick to be the exclusive sponsor of video recaps of the ABC series Desperate Housewives.
But Greenberg points out consumers had to be AOL subscribers to benefit from that Webcast. With Showtime’s partnership with Yahoo, any consumer with Internet access can enjoy the full episode Webcast of Fat Actress, he said.
Greenberg said Showtime formed the partnership with Yahoo after executives noticed increased usage of computers by consumers.
“We see no downside using this as a promotion for our show,” he added. “This is groundbreaking. We hope to create more interest in the show.”
The new comedy series, which features actress Kirstie Alley, follows the struggles of a woman who doesn’t meet Hollywood’s age and weight requirements. The show explores the challenges and triumphs of overcoming things that make people uncomfortable with themselves.
Yahoo will promote the series on the Yahoo network next week. Yahoo TV will host Fat Actress features, including video clips, photos, upcoming episode information and a link to the Fat Actress Web site at Sho.com.
To further leverage the network and the show, Showtime is giving viewers a chance to enter a sweepstakes with Monster.com to win a shot at walk-on-role in a future episode and a $10,000 signing bonus.
To enter, viewers can log onto Monster.com and complete the entry form. There is a limit of one entry per day per person per e-mail address. The grand-prize winner will receive an all-expense paid trip to Los Angeles for a walk on role during the show’s second season and $10,000 in traveler’s checks.
The sweepstakes highlights Alley’s struggle to find a job as a “fat actress” in Hollywood. The contest is open to consumers 21 and older and runs through Mar. 20. The grand-prize winner will be selected on Apr. 8 in a random drawing.
Monster.com will promote the sweepstakes via banner ads, newsletters and e-mails and will be featured on its homepage during the promotion.
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