Time Warner Cable, Warner Bros. to launch effort for "Fred Claus"


Time Warner Cable is teaming with sister Warner Bros. Pictures to launch an integrated marketing campaign in support of the new holiday comedy Fred Claus, opening in theatres nationwide 11/9. The integrated effort features "Exclusive Extras" in HD and standard definition on TWC’s On Demand platform, a dedicated website (fredclausgiveaway.com) offering a Fred Claus sweepstakes and new original video games based on the film.

A new vignette will be added each week for seven weeks. Viewers will also have a chance to enter a Fred Claus sweepstakes to win weekly prizes. TWC also used Fred Claus movie assets to create ad spots promoting their bundle, HDTV and Road Runner High Speed Online. The vignettes were developed by Ogilvy’s Branded Content and Entertainment group in partnership with RTC Relationship Marketing.