Custom Radio Stations, iheartradio Mobile App Takeovers & Public Screenings in Times Square Among Efforts on Digital Platforms
Disney, Lionsgate, Sony Pictures, Warner Bros Among First to Embrace Digital Billboard Networks to Promote Films
Clear Channel Communications, Inc. today announced it's seeing increasing activity from major film studios across the company's industry-leading radio, digital, mobile and outdoor platforms. Entertainment companies benefitting from the unparalleled reach, engagement and flexibility of the company's assets also include Disney, FOX, Lionsgate Entertainment, Sony Pictures and Warner Brothers.
"Entertainment companies have some of the most creative marketers in the world and the intense competition for ticket buyers and viewers is driving them to unprecedented levels of innovation," said John Partilla, Executive Vice President and President of Global Media Sales at Clear Channel. "No one has more effective digital platforms than Clear Channel and we're seeing entertainment companies use our Web, mobile and outdoor properties to offer digital brand experiences that intensify and extend the success of their films. This is some of the most impressive marketing we've ever seen."
Among the innovations: custom content for Web and mobile audiences, and full-motion video boards converted into giant movie screens. Clear Channel Communications' digital platforms comprise digital billboards, full-motion video boards, radio-station Web sites, custom microsites, and the iheartradio online and mobile network.
Digital billboards and public screenings in Times Square
Entertainment companies embraced Clear Channel Outdoor's digital billboard networks strongly for the first time in 2009, leveraging the boards' ability to dynamically change content to feature specific aspects of a film's marketing campaign. Leading the charge here: Disney, Lionsgate, Sony Pictures and Warner Brothers. Getting a jump on 2010 are Disney, MGM and Universal Pictures – all have booked time to promote upcoming releases.
In another innovative use of digital boards, Clear Channel Outdoor plans "Movie Nights Under the Lights," enabling a studio or cable channel to air a different feature film each Monday on the company's giant SpectacolorHD video board in the heart of Times Square. Running throughout July and August, the campaign builds on the highly successful screening of the first feature-length film on the SpectacolorHD board last Memorial Day. "On the Town," starring Gene Kelly and Frank Sinatra as sailors on leave in New York City, aired during "Fleet Week."
"The ability to use video billboards as a broadcast platform is transforming the way marketers look at Clear Channel Outdoor," added Partilla. "We could be witnessing the birth of a third broadcast medium." More than 560,000 people pass through Times Square each day, making it one of the most effective ways to engage consumers with experiential marketing.
Broadcast and mobile "takeovers" promote audience experience
In one of the most innovative approaches among the new campaigns, Clear Channel Radio collaborates with studios to create custom digital experiences that extend the reach of major films. Lionsgate Entertainment and FOX are among the leaders here among entertainment companies.
To support the DVD release of "A Haunting in Connecticut," short-form spots including five-second "adlets" and 15-second ads were used to build heavy frequency (60 times per week) across 55 stations in highly targeted markets. Because of the mix of spot lengths, the campaign was able to rotate four different spots, avoiding over-saturation.
FOX became the first sponsor to create a mobile "roadblock" within Clear Channel's iheartradio application to promote the premiere of "GLEE." A gateway ad appeared while the mobile application loaded onto iPhones and BlackBerry phones, and again on every third user interaction such as switching a station.
About Clear Channel Communications
Clear Channel Communications, Inc. (OTCBB: CCMO) is a global media and entertainment company specializing in mobile and on-demand entertainment and information services for local communities, and premiere opportunities for advertisers. Based in San Antonio, Texas, the company's businesses include radio and outdoor displays. More information is available at www.clearchannel.com.
Contacts:
Clear Channel Communications
Lisa Dollinger, 210-832-3348
lisadollinger@clearchannel.com
or
Brainerd
Communicators, Inc.
Michele Clarke or Maggie Duquin, 212-986-6667
clarke@braincomm.com
duquin@braincomm.com
