New DVD technology yields ongoing brand tie-in opps

The innovative web marketing technology is the first of its kind in Canada.

Canadian movie distributor Alliance Films is launching a dynamic new marketing tool with its latest DVD release. Sex and The City: The Movie went on sale nationwide yesterday using Sony DADC’s eBridge technology, a disc-to-Internet protocol that provides trackable access to ever-changing bonus marketing goodies.

The first of its kind in Canada, the eBridge technology gives Alliance the opportunity to provide increased value to advertisers on the DVD by allowing them to see marketing campaigns most heavily trafficked areas and, by extension, the key insight needed to adjust campaign highlights accordingly, at any time.

‘eBridge allows home entertainment companies to upgrade their DVDs beyond being merely a means of media storage, making them into a digital marketing tool,’ says Geoff Campbell, VP business development, Sony DADC.

‘DVD consumers are used to static bonus content, like extra footage or director interviews,’ explains Noah Segal, executive VP, Alliance Films. And while Sex and The City: The Movie DVD has those, it also has the dynamic power of a web-based marketing campaign that can feature revolving offers for special products and offers.

Promotional partners’ special offers on Sex and The City: The Movie include free, downloadable sample chapters of the Sex and the City: The Movie hardcover book by Amy Sohn from HarperCollinsCanada, downloadable cocktail recipe cards from SKYY Vodka and a $100 Roots Gift Card with any booking made through between Oct. 1 and Nov. 11.

Alliance is also offering DVD-only access to an e-commerce site and opportunities to win advance screening passes to upcoming Alliance Films releases across the country.

Future deals will include a high-end fashion retailer, a jewelry retailer and a major packaged goods company.