NEW YORK Universal Pictures has kicked of a three-week movie ad campaign on iVillage that invites visitors to share mothers' relationship advice.
The push is for Because I Said So, a comedy staring Diane Keaton and Mandy Moore, opening Feb. 2. IVillage is using the film's premise of a mother trying to prevent her daughter from making the mistakes she made to solicit real-life stories from mothers and daughters.
The site has integrated the promotion into its "Love & Sex" section, which asks users to contribute stories. It has also created a microsite, www.ivillage.com/becauseisaidso, carrying the film trailer, mother-daughter quiz and Q&A with the movie's stars. IVillage will push the program in its iVillage Live talk show that airs on NBC stations.
Universal will call out the iVillage partnership in print and radio ads for the movie.
The promotion is part of an effort of community-based sites like iVillage to offer advertisers deeper integration opportunities beyond standard Web banners. As the largest women-focused site online, iVillage boasts 16 million visitors per month.
"They can find a way to reach an audience and engage them in a way that's harder to do in traditional advertising," said Linda Boff, iVillage's chief marketing officer.
The movie promotion is one of several iVillage has undertaken with NBC Universal properties since its acquisition by the company in May 2006.