New Campaign Utilizes Video, Creative Media to Promote Ace of Cakes
New York — January 15, 2007 — Agency.com (www.agency.com), the full service interactive agency, today announced the launch of a new online campaign promoting the second season of Food Network’s Ace of Cakes.
Ace of Cakes captures the adventures of pastry chef Duff and his crew as they create unique cake creations. To both excite users about the show and let them learn more about Duff and his cakes, Agency.com created out-of-banner experiences around the anatomy of a cake. The units feature Duff and a German Shepherd-shaped cake. The unit expands and allows users to rollover the cake to reveal the actual ingredients. When users rollover one of the hotspots, they can play a video clip of how that part was made. The ads also contain an introduction to Duff and click through to the Ace of Cakes home page at http://www.aceofcakestv.com/.
Ads will run on sites such as Ask Men, People.com, VH1, TV.com and Gawker. In a co-branded partnership with YouTube, an Ace of Cakes video and ads will appear on both the home page and other pages that directs users to the show’s YouTube page. The Ace of Cakes YouTube page will feature video content from the program. Additionally, there will be an expandable ad in the AIM buddy list window which will show a video clip of the show.
Agency.com worked with media agency MediaStorm and Filter, Food Network’s offline agency, to develop this campaign.
“Food Network provided us with a unique opportunity to let the audience experience Duff and Ace of Cakes in an engaging and immersive way,” said Doug Rowell, Creative Director, Agency.com. “By infusing video directly into the environment of the show, and delivering it seamlessly to the user via banner, AIM, YouTube, etc., we hope to make a more complete and exciting experience which will help drive tune-in and awareness.”
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About Agency.com
Agency.com is a full-service interactive agency. Since 1995, the company has worked with clients like British Airways, IKEA, T-Mobile, Energizer and Visa to create engaging interactive experiences. Agency.com is headquartered in New York and has offices in Amsterdam, Brussels, Chicago, Dallas, Dublin, London, Milan and San Francisco. For more information, visit www.agency.com. Agency.com is part of TBWA Worldwide, an Omnicom Group Inc. (NYSE:OMC) company. Omnicom is a Fortune 500 global advertising, marketing and communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
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