Nordstrom Tries Online Branded Entertainment

NEW YORK Nordstrom plans to begin a campaign next week that includes a downloadable broadband channel, as the retailer experiments in Web-based branded entertainment.

Nordstrom Silverscreen uses Maven Networks’ downloaded video player to create a branded entertainment channel that features fashion information and music videos, including a video remix of the Go-Go’s “Our Lips Are Sealed” by DJ FatBoy Slim. Users can also view new Nordstrom fashions and click through to buy them at the retailer’s Web site. Interactive features include the ability to remix the Go-Go’s and dress a mannequin.

Nordstrom plans to send links to download the channel, available at nordstromsilverscreen.com, to customers on its e-mail list. It will also promote Silverscreen through wild postings in New York and Los Angeles, Web ads and print ads in Entertainment Weekly and some newspapers.

Fallon in Minneapolis, which was responsible for the earliest Web-branded entertainment effort, BMW Films, created the campaign. Unlike BMW Films, the Silverscreen campaign requires users to download the Maven video player to their desktop. The benefit of the desktop player is its “progressive download” feature, which delivers video content to a connected computer periodically, resulting in higher-quality video than streaming video from Web sites.

To keep the player on users desktops, Nordstrom plans to update content on Silverscreen monthly during the yearlong campaign.

Silverscreen is the latest effort by advertisers to capitalize on broadband Internet penetration now reaching 50 percent of U.S. Internet users. Pepsi and General Motors have created Maven-powered broadband entertainment channels, and last week Royal Crown began its own video channel on its Web site. A Mountain Dew broadband video channel that launched this summer has attracted 11,000 downloads, according to Pepsi agency Tribal DDB in Dallas