20th Century Fox's "Fat Albert": Fat Albert Holiday Sweepstakes

20th Century Fox partnered with ABC-TV to generate awareness for its film leading into its wide release, to drive maximum box office receipts on opening weekend. On-air spots highlighted the film and drove entry online for the chance to score a BIG FAT home theater system, or Tshirts from the film, plus access Fat Albert-themed holiday e-cards.

Online elements included:

• Custom microsite featured Fat Albert branding, access to view film trailer and clips, and provided sweeps point of entry
• Viral "send-a-friend" holiday e-cards perpetuated the message at the grassroots level
• Multiple size banner ad units drove click-through from the ABC Owned TV station websites
• Rich media consisted of an animated snowball which "splatted" on-screen along with a HEY HEY HEY audio clip, then resolved to a footer linking to the custom microsite