Dockers is the first marketer to sign with HotWired for a new type of relationship that not only goes beyond ad banners, but beyond the current definition of Web sponsorship.
"In our approach .*.*. the brand experience and the site content feel seamless to the visitor," said Hunter Madsen, VP-commercial strategy at HotWired.
While full creative details are still being developed, Dockers will co-brand and co-market the Dream Jobs site. TV spots for Dockers breaking next month from Foote, Cone & Belding, San Francisco, and R/GA, New York and Los Angeles, will tout both the Dockers Web site and Dream Jobs.
HotWired offered "a proposal to help create an example of how a blue-chip client like Dockers could build brands on the Web," said Robert Hanson, director of marketing for Dockers North America, calling the relationship "symbiotic."
The Dockers sponsorship will be based on quantitative factors such as ad click rates as well as qualitative factors such as the impact of the program on building the brand, Mr. Hanson said.
Although he declined to discuss the sponsorship price, Mr. Madsen said HotWired will turn a small profit on ventures like this.
HotWired hopes to sell co-branding sponsorships for its other online offerings to lock up sponsors in long-term contracts and provide a more consistent revenue stream.
AD SPENDING DOWN
According to its recent initial public offering prospectus, HotWired parent Wired Ventures took in $497,000 in online ad revenues during the first three months of the year, down from $594,000 for the fourth quarter of 1995.