fixated.com.au
Sydney, Australia, Tuesday 2 September 2008: In a move to further engage the fast-growing audience of its entertainment site The Fix, Australia's leading online media company ninemsn has launched Fixated – an Australian-first celebrity trading game.
Fixated encourages The Fix's audience – which has more than doubled to 2.4 million people a month* since its launch late last year – to trade shares in celebrities for weekly prizes and a chance to win one million dollars. Celebrities are ranked and their stocks valued according to how many times Australians search for them using Live Search.
A six-month sponsorship arrangement between ninemsn and Citibank will see Citibank have 100 per cent advertising share of voice on the Fixated site. Citibank will use the advertising opportunity to promote their Clear Card product with creative integrated throughout the game, including a themed banner campaign for Citibank Clear Card and Citibank messaging.
Fixated will be promoted across the ninemsn network fully utilising the comprehensive range of ninemsn products as well as through a consumer public relations campaign.
'We know that brand advertising significantly increases the results of performance advertising. We have worked closely with Citibank and Publicis Digital to develop an opportunity to differentiate the Citibank product in what is a cluttered environment. Fixated aligns the latest entertainment content of The Fix and our Live Search product. It’s a fantastic example of how online creativity and innovation can work for both marketers and consumers," said ninemsn Sales Director Michael Stephenson.
Citibank Director of Marketing and Customer Experience Jessica Power said Citibank was investing a significant amount of money in what was potentially a very creative marketing platform, but not tried and tested.
"Using online is key to reach the target market for Clear Card and our challenge was to find creative ways to communicate with them. Innovation is part of our culture at Citibank so we see opportunities like this with ninemsn as a great chance to stand out from the crowd and try something a bit different," Power said.
"We will look to measure the success of the campaign by the number of Clear Card accounts we acquire and response rates to our online banners and landing pages."
-ENDS-
NOTES TO EDITORS:
*source Nielsen Market Intelligence
For further information, please contact:
Andrea Kerekes, Access PR, ninemsn, 02 9279 4011, andrea@accesspr.com.au
Leila Dean, Citibank, 02 8225 1658, leila.dean@citi.com
