IQ News: 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 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 Web site immediately,” said Anna Zornosa,’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. will use the quiz registration as a permission-marketing opportunity, giving registrants the option of joining 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 network of sites will appear on Los Angeles-based E! during its pre- and post-Academy Award shows and 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’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 advertiser, eBody of Minneapolis, a cosmetic surgery site. 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.