Amazon.com partners with Fly for interactive outreach

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Amazon.com is unleashing a number of interactive campaigns for several of its categories, aided by New York, NY-based ad agency Fly (formerly RowenWarren).

Fly is developing the creative and handling media buying for campaigns on behalf of Amazon.com's Grocery category; Endless.com, the shoe and handbag Web site, and Unbox, one of Amazon's Digital category products.

The New York-based agency specializes in combining direct response and branding effectiveness in the same ads. Fly's work for the Amazon.com categories includes pre-roll videos, rich media banners, traditional banners and blog ads. They appear on a range of popular Web destinations, as well as smaller sites and blogs.

Fly has been working with Seattle-based Amazon.com since last fall when it was preparing to launch Amazon.com's grocery category, which debuted in December.

Amazon.com would not comment on the new campaigns, and referred all questions to Fly Communications.

"What we did for the grocery channel became the model for the entire multimedia campaign," said Larry Rowen, co-founder of Fly Communications.

The campaigns combine branding and direct marketing approaches. Filmed spots, which were used as both rich media banners with live-action video and pre-roll video that appeared as 15- or 30-second spots before a selected video, were shown on such sites as nytimes.com. Most of the sites with pre-roll video also had associated banners alongside them. The banners, which offer a promotion such as a savings on merchandise at the site, pick up the look and feel of the pre-roll but also allow for click throughs.

"The combination of branding and direct marketing approaches helped Amazon.com to generate awareness and excitement for the brand while at the same time track click-throughs and sales," Rowen said. "Like television commercials, they're designed to generate an emotional connection to the services, and, like direct mail, they're designed to get people to act on the spot - i.e., buy or sign up right away."

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