The alliance will give Warner Bros. Online users a way to bid on entertainment merchandise featured in various areas of the site, including its home page (www.warnerbros.com), home page community AcmeCity (www.acmecity.com) and soon-to-be-launched portal Entertaindom.
Also, links to Warner Bros. online properties will be featured on eBay's site (www.ebay.com).
"EBay has come up with an e-commerce formula [that targets] the same kind of affinity group with passion for a dedicated area," said Jim Moloshok, president of Warner Bros. Online.
"Both of us are doing micromarketing," he added.
LOONEY TOONS' BIDS
For example, users in the Warner Bros. Looney Toons area could link to eBay to bid on Looney Toons merchandise.
Likewise, users on eBay can click through to an online Rosie O'Donnell auction to benefit the For All Kids Foundation. Merchandise from Warner Bros.' "Rosie O'Donnell Show" is auctioned off using the eBay trading system.
EBay is also featured in AcmeCity, the community area of Warner Bros. Online in which users can create their own home pages using entertainment content from the Warner Bros. site.
AcmeCity home-page builders can link to eBay to trade their own merchandise