Twentieth Century Fox, PointRoll partner for DVD release campaign

Share this article:

Twentieth Century Fox Home Entertainment (TCFHE) has partnered with rich media technology firm PointRoll to launch a viral online ad campaign for its DVD and Blu-Ray Disk release of horror film, Shutter.

The interactive campaign consists of banner ads that drive users to www.shutterdvd.com, where they can upload pictures of themselves to create “fear photos,” which are layered with ghostly images from the movie. Photos are then incorporated into a PointRoll-developed advertising unit which serves users' photos to a variety of publishers, such as entertainment and gaming site Ugo.com, allowing the customized photo to be featured on the user's computer as part of an actual banner ad. “Fear photos” can also be embedded into social network profiles and e-mailed to friends.

“The more personalized advertising is, the more engaged a consumer will be,” said Ken Graffeo, COO of PointRoll, “We wanted to create excitement for the film. This was a way to create viral communication and a community aspect, which is very powerful.”

TCFHE worked with digital agency ThinkJam to develop the Web site and with Moxie Interactive on its media buy.

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.