AstraZeneca Wants to Paint the Sky Purple at AccuWeather

Share this content:
Pharmaceutical giant AstraZeneca expanded its advertising relationship with through a new sponsorship of the site's WeatherHost animated forecaster.

The sponsorship of what AccuWeather calls the world's first weathercaster is for Nexium, a prescription medication for treating acid reflux disease. Avenue A/NYC, AstraZeneca's interactive agency, created the ad, which simulates live weather forecasts on television news shows.

Users visit the home page at and click on the link on the right side. They are taken to a page where the animated character -- a middle-aged man in a suit -- announces, "Today's weather broadcast is brought to you by AstraZeneca, makers of Nexium, the Purple Pill."

The animated character then delivers a summary of the national weather forecast. The media player is branded with Nexium ads at the top and bottom of the frame. A written forecast accompanies the ads, both of which can be clicked to reach the site at The WeatherHost also directs visitors to the Purple Pill site at the end of his forecast.

The primary color for the WeatherHost is purple to complement Nexium's Purple Pill branding. The promotion hopes to extract maximum mileage from the more than 100 million monthly page views and 8 million-plus unique users attracts.

"We personalized it a bit for the advertiser without taking away from the user experience," said Jim Candor, senior vice president of new media at, State College, PA. will negotiate sponsorship rates with advertisers keen on using the WeatherHost.

The forecast is recorded twice a day specifically for Visitors can highlight an area of the U.S. map, click on the region they are interested in and zero in on the city for the local forecast. There are forecasts for 101 U.S. cities.

Technology from Oddcast powers the experience. The Oddcast VHost technology is used in conversational character products for Web pages, banner ads, Flash movies and e-mails.

Visitors can access the WeatherHost not only from two links on the AccuWeather home page, but also via the local forecast page.

Nielsen//NetRatings has ranked AccuWeather rival Weather Channel's as the 10th-largest site on the Internet -- the highest in its nine-year existence. Last month, more than 27 million people visited the Atlanta-based site at

Loading links....

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here