Microsoft secures multi-territory ad deal to promote new film ‘The Happening’ on innovative
Messenger TV application
London 12th May 2008: Microsoft has today launched Messenger TV, an innovative application which will enable users to share and watch premium MSN Video content via the popular Windows Live Messenger. The development opens up a range of exciting new opportunities for advertisers, with Twentieth Century Fox the first to sign a multi-territory campaign to promote M. Night Shyamalan’s new film ‘The Happening’ across the cutting edge video service.
This six figure, month long campaign will run in 8 markets globally, including: Australia, Belgium, Brazil, Denmark, France, Germany, Italy and the Netherlands.
The exciting new advertising opportunity, which is already in high demand amongst advertisers worldwide, will allow Twentieth Century Fox to reach an engaged audience via this pioneering social media platform, seamlessly integrating their brand into Messenger conversations, encouraging ticket sales and raising awareness for the new film.
The innovative tool builds on the success of Windows Live Messenger as an advertising platform, combining Messenger conversation with MSN Video content to be shared amongst the 95 million1 Messenger users across Europe and 240 million2 Messenger users worldwide. Twentieth Century Fox is the first international advertiser to take advantage of these new ad opportunities with a multinational campaign that seamlessly ‘wraps’ around users’ Messenger TV experience with a sponsorship logo, a pre-roll video ad and banner.
Other local advertisers to sign up for the innovative new advertising opportunity include: Mazda in Spain, Island Records in the UK, and Pepsi in Norway, who all hope to mirror France’s successful campaign for Twentieth Century Fox’s “27 Dresses” film release. In France, Twentieth Century Fox reached a significantly active audience, which consumed over 800,000 video streams in Messenger TV in just ten days.
Bettina Sherick, Vice President of Digital Marketing for Twentieth Century Fox International said, “We are always looking for innovative ways to reach entertainment consumers who are actively watching video online. Messenger TV speaks to that need. We are confident that the combination of premium video content and the highly engaged Windows Live Messenger audience will help deliver a high impact advertising campaign to promote the latest M. Night Shyamalan film, ‘The Happening’. We are delighted to be the first brand to advertise on Messenger TV across multiple countries. We believe Messenger TV combines the best of online content with consumer conversation, creating a very attractive brand proposition.”
Premium content from companies such as MTV, Sony BMG and <insert local content partners> will be available through Messenger TV. Users are able to share a video with a friend allowing for simultaneous viewing and the ability to chat while the video plays. This product enables MSN Video to become viral and social and makes instant messaging a richer and engaging experience for consumers and advertisers.
Marc Bresseel, General Manager, EMEA, Microsoft Digital Advertising Solutions commented: “Messenger TV will give brands an even deeper integration into the Messenger conversation through a new and unique social media experience that taps into that ‘water cooler’ moment where highly engaged consumers meet to share and discuss online content.
“Our recent 3 Screens research has shown us that traditional video consumption and television viewing habits are changing and consumers are now accessing video across multiple platforms and devices. Messenger TV is the next stage in the evolution of video viewing, harnessing the shared experience of traditional television viewing, alongside the connected and communicative nature of Windows Live Messenger. This creates an exciting new opportunity for brands to engage with consumers.”
People interested in trying out Messenger TV can visit http://messengertv.msn.com/mkt/en-gb/. For advertisers wanting more information on how to advertise on Messenger TV or Windows Live Messenger go to http://advertising.microsoft.com/europe/Contact-Us
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About Microsoft Digital Advertising Solutions
Microsoft Digital Advertising Solutions is a robust set of global advertising products and services designed to effectively connect advertisers with their target audiences across multiple digital touch points. Advertisers can actively engage with their consumers through a suite of high-impact advertising products and platforms, reaching a global audience of more than 465 million unique users per month across the MSN network, as well as millions more through Windows Live, Xbox®, the Microsoft Office system and Live Search. Advertisers can feel confident they will achieve measurable results through groundbreaking research, advertising innovation, strategic planning and excellence in execution. More information about Microsoft Digital Advertising Solutions is available at http://advertising.microsoft.com
About Microsoft
Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.
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Microsoft, Virtual Earth, Windows Mobile and Windows Live are trademarks of the Microsoft group of companies.
All others are trademarks of their respective owners.
About Twentieth Century Fox International
Twentieth Century Fox International is a unit of Fox Filmed Entertainment, a segment of Fox Entertainment Group.
About The Happening
From director M. Night Shyamalan (The Sixth Sense, Signs) comes THE HAPPENING, a lightning-paced, heart-pounding paranoid thriller about a family on the run from an inexplicable and unstoppable event that threatens not only humankind . . . but the most basic human instinct of them all: survival.
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