Taking its on-air promotional tie with Fox Broadcasting Co. a step further, Polaroid Corp. today launches the steamy soap opera at the FoxWorld site (http://www.foxworld.com).
DRAMATIC WEB WRITING
The online serial will offer eight to 10 weeks of dramatic narrative written by Fox. Users can click to see photographs of the characters as well as link back to Polaroid's site (http://www.polar).
"My goal here is to find ways to increase traffic at our site," said Joanna Hughes Brach, Polaroid's director of marketing.
The online soap is an extension of a $40 million corporate ad campaign from Goodby, Silverstein & Partners, San Francisco. Teaser spots airing on such shows as "Melrose Place" and "Beverly Hills, 90210" use the tagline "See what develops," a line that also appears on the Polaroid Place site.
Online serials "drive viewers week in and week out," said Cindy Hauser, Fox senior VP-print, advertising and online entertainment. "They're easy to get off the ground and be appreciated by people with an average computer and an average modem."
BRAIN TEASERS ONLINE
Polaroid also today launches a game on its site that offers a series of brain teasers that change every two weeks. Users who correctly solve the brain teasers will be eligible for a drawing to win Polaroid products.
Web developer Holland Mark Martin, Burlington, Mass., designed the site.