New Interactive Shop Adds America's Most Wanted, Wolfgang Puck
LOS ANGELES--Atomic PSR, the interactive agency opened five months ago by former Rubin Postaer and Associates executives, is steadily building its client list.
The Venice, Calif.-based shop recently won interactive duties for Wolfgang Puck Food Company and Fox Television's America's Most Wanted.
E-ticket, Pasadena, Calif., which has a partnership agreement with Fox, hired Atomic PSR to completely revamp America's Most Wanted's Internet presence to coincide with the show's 500th criminal capture. The client hopes to boost interactivity and "cross-relevance" to the show, according to Atomic principal George Penner, who helped launch Rubin Postaer's interactive unit two years ago.
"What makes this opportunity so great is E-ticket's desire to ... integrate content on the Internet with the actual television program," Penner said.
For example, the Web site will update stories from the previous week's show through an automated email service. Visitors will be able to participate in forums and chat sessions with police, access audio files of 911 tapes and surveillance video clips that do not appear on the show, and offer tips on suspects or missing persons.
Separately, Santa Monica, Calif.-based Wolfgang Puck has retained Atomic to translate its brand into a content-driven interactive site on the Internet.
"This site will encapsulate the entire world of Wolfgang Puck," Penner said. "From restaurants to design to packaged goods, the Wolfgang Puck site will dovetail the national brand theme of 'Live, love, eat.'"
Atomic is collaborating with Deutsch/L.A., Wolfgang Puck's general market agency, on a translation of the brand strategy to the Web.
Sponsorship opportunities will be available on the site. "There are few brands that offer the audience that Wolfgang Puck inherently attracts," said Atomic partner Joseph Shak.
Other Atomic clients include 2014 Corp., Hum, Asher & Partners and Habitat for Humanity.