Online video advertising firm Klipmart and interactive marketing agency 65media have partnered to produce interactive online ad units containing an array of rich media features, including original video shorts, to promote Universal Pictures' July 14 release of the comedy "You, Me and Dupree," starring Owen Wilson, Kate Hudson, Matt Dillon and Michael Douglas. Users can also gain access to features such as wallpapers, AIM buddy icons and videos via the ads.
The interactive ad units will run through mid-July on AOL, Yahoo, MTV.com, TheOnion.com and other sites. When users roll over the standard banner ad, it expands and plays a short video, which features Owen Wilson in character as Randolph Dupree, offering "insightful" words of wisdom on life and love.
The video ad units are an extension of a viral feature developed by 65media called "Wisdom of Dupree." Fans visiting www.youmeanddupree.com can interact with Dupree by asking him various questions and receiving his quirky video wisdom. Visitors can also take part in the "Tour Dupree" bike racing game, which contains a cameo appearance by Lance Armstrong.
"Our research shows that users prefer interactive elements in online ads, and the original content of these videos offers the added bonus of presenting footage they haven't seen anywhere else," says Mark Wilson, Klipmart's VP of sales for the Southeast. "The goal of the creative for You, Me and Dupree was to provide an online-specific way to engage users and communicate the spirit of the movie."
