Dollhouse

Twentieth Century Fox Home Entertainment Partners with EyeWonder and Moxie Interactive to Integrate Twitter in Rich Media Ads

FHE incorporates Twitter in ad units to promote "Dollhouse" Season One, coming out July 28 on Blu-ray and DVD

ATLANTA, JULY 22 /PRNewswire/ — EyeWonder, Inc., an innovator in interactive digital advertising technologies and services, today announced its partnership with Fox Home Entertainment and Moxie Interactive to give viewers the ability to tweet directly in banner ads that promote the availability of "Dollhouse" Season One on Blu-ray and DVD.

"We’ve recently seen brands using Twitter in different ways to help promote a product or service, but we wanted to take the technology a step further by giving users the ability to tweet directly in the ad unit," said Michael Rosner, Senior Vice President of Global Sales at EyeWonder. "EyeWonder has partnered with Moxie on many occasions to drive innovation in the interactive digital advertising industry. Given we wanted to launch this new rich media feature with a premier partner, we used FHE’s ’Dollhouse’ Season One campaign, as the social aspect of it allows people to share their thoughts on the show and drum up excitement about the Blu-ray/DVD release."

The user-initiated rollover ads display tweets from "Dollhouse" star Eliza Dushku’s Twitter feed and invite users to sign in to their own Twitter accounts for an opportunity to share their thoughts on the show. Once they’ve passed through a moderation module, viewers’ tweets could potentially appear in banner as well. The units also feature a photo gallery, video vignettes from the show and commentary from "Dollhouse" creator Joss Whedon.

"For ’Dollhouse’ Season One, we really wanted to engage users and give them the opportunity to become part of the ad experience," said Mark Levien, Executive Director of Digital Marketing at FHE. "Eliza already has a loyal following, so allowing users to interact with her within an ad unit makes the brand engagement that much more relevant. With the Twitter function, we hope to foster real-time conversation among fans of the show and hopefully give those who haven’t seen it yet the opportunity to gain more insight into what it’s all about."

The ads will run through August 3 on various male-targeted and sci-fi sites. To see a demo of FHE’s "Dollhouse" ad, click here. This new feature will be available on all EyeWonder in-page rich media ads as part of the company’s SocialWonder(TM) offerings.