Yahoo! and News Corp. today announce a major co-marketing relationship that involves nine Fox units.
The co-promotional effort launches Jan. 31 during Fox's pre-game Super Bowl coverage and will continue through most of '99. Financial terms were not disclosed.
The agreement, while not exclusive, is the biggest one to date for News Corp. One, a division set up to negotiate corporate deals. The deal includes Twentieth Century Fox Film Corp., Fox Music, Fox Interactive, Fox Broadcasting Co. and several Fox cable channels: Fox Sports Net, FX and Fox News.
"This is the first time Yahoo! has participated in something of this scope and scale," said Nancy White, marketing manager at Yahoo!. It's especially important for Yahoo! because it gives the portal a broadcast voice. Infoseek Corp. gets national airtime on ABC through its deal with Walt Disney Co., and NBC gives breaks to sites it's invested in, such as Snap and Talk City.
PRE-SUPER BOWL SPOTS
For instance, Yahoo! spots, created by its agency Black Rocket, San Francisco, will air before the Super Bowl starts. Yahoo! is also a partner with Fox in promotions to launch the animated series "Family Guy," which debuts after the game.
In return, Yahoo! has created an online marketing package to promote various Fox divisions and programs. For instance, Yahoo! will host a chat the night of the Super Bowl with "Family Guy" creator Seth MacFarlane and promote the official Family Guy Club. Fox will launch an online promo on Yahoo!'s home page promoting the series.
There'll be other cross-promotional tie-ins. For instance, Yahoo! will help promote a Twentieth Century Fox film coming out this summer and certain cable stations will feature Yahoo! tie-ins.
Copyright January 1999, Crain Communications Inc.