IQ News: Women.com and E! TV Ink Cross-Promo Pact




The fine art of girl talk may rise to Academy Award-winning levels now that San Mateo, Calif.-based Women.com has teamed up with E! Entertainment and E! Online for an Oscar-based campaign, announced today.
“During E!’s Red Carpet pre-Oscar TV show, Joan and Melissa Rivers will be questioning celebrities and commenting on their clothes. Their comments will be folded into a quiz viewers can take on the Women.com Web site immediately,” said Anna Zornosa, Women.com’s senior vp of marketing.
The viewer who demonstrates the best grasp of the duo’s Oscar dish will win a trip to Hollywood and a makeover. Women.com will use the quiz registration as a permission-marketing opportunity, giving registrants the option of joining Women.com and receiving e-mail promotions. The winner will be announced on Los Angeles-based E!’s Oscar fashion review on April 1, Zornosa said.
Ads for the Women.com network of sites will appear on Los Angeles-based E! during its pre- and post-Academy Award shows and Women.com will in turn advertise E! cable shows across its sites.
The partnership with E! is a good match because of the Oscar show’s emphasis on fashion and beauty, “one of Women.com’s strongest features,” said Zornosa.
“The partnership offers a terrific cross-promotional opportunity across multiple platforms,” added Mindy Ham-
ilton, director of promotions at E! Networks.
Broadcast agency Citron, Heligman & Bedecarre negotiated the broadcast portion of the campaign. Modem Media facilitated the online sponsorships, including one with a new Women.com advertiser, eBody of Minneapolis, a cosmetic surgery site.
Women.com is a network of 14 sites that launched in 1995 as “Women’s Wire.” The company has grown to a membership of 2 million, with over 4 million site visitors per month in 1999, according to Zornosa.