TORONTO – The Movie Network has kicked-off a six-week marketing campaign to promote its HD movie offering.
The campaign aims to attract new subscribers by engaging them through their preferred movie genre using a customized digital tool. Based on the type of Internet sites visited, the software customizes the advertising presented and the movie choices provided to offer a high level of personalization, while highlighting the movies on the service.
Rich IAB ads update and dynamically pull content directly from TMN’s server which links to the HD movie microsite www.jointhemovienetwork.ca. The site displays movie posters of TMN’s HD library based on the consumer’s preferred movie choice.
“The Movie Network offers one of the best movie experiences to consumers with 400 uncut and commercial-free HD movies per month”, said Gail Rivett, VP of consumer marketing for Astral Television Networks, in the announcement. “With this campaign, we wanted to find a personalized and innovative way for consumers to experience this for themselves. This highly sophisticated digital tool not only allows us to successfully do this, but it also provides a vehicle to continually communicate The Movie Network’s robust movie offering – both to potential and current subscribers.”
The campaign is supported through a branded YouTube channel, radio spots, various outdoor ad vehicles and affiliate print pieces.
