KTTV-TV (Channel 11) has concocted a two-month-long contest to hype the launch of “MyFoxLA’s Hotlist,” a Web site that matches L.A.-based retailers with consumers.
The site functions as a local shopping guide in more than 140 categories. Visitors to the site can read about a store or submit a review of their own for posting online.
For businesses, MyFoxLA’s Hotlist offers the chance for a free marketing presence on the Internet. Retailers can go to the site (www.myfoxla.com/hotlist) and create a listing with descriptions, photos, maps and video. Customers then add their own photos and reviews to help others looking for information about local services.
A contest with voting for “Best” awards by category began Sept. 24 and continues until Nov. 23. Starting Oct. 1, voters can win prizes for participation.
“People are increasingly exploring their cities online and are looking for more than just basic information,” said Josh Walker, chief executive of CityVoter, the company that manages the site. “We are proud to support Fox 11’s commitment to providing local businesses this valuable online presence.”
KTTV is owned by Fox Television Stations, a unit of News Corp.
Million-Dollar Video
Revver Inc., the L.A.-based video Web site that shares its advertising revenues with video creators, recently paid out the millionth dollar for user-generated content since launching a year ago.
“The time and place to be an independent creator is right now, online,” said Steven Starr, chairman of Revver. “Smart advertisers are financing an online economy that supports these creators, and the top talent will build fortunes.”
Revver gets a piece of the fortune, too. The site puts a short pre-roll commercial on each video and splits revenues from the ad 50-50 with the creator. If someone shares the video virally over the Internet, the “sharer” gets 20 percent off the top, with the remainder split evenly between the creator and the site.
Based on that formula, Revver’s share comes to something between $2 million and $2.5 million during its first year. Starr said the $1 million payout “is further evidence that Revver’s model works.”
First TV campaigns
Two L.A. companies have produced their first television commercials, both trying to move from niche success to mainstream acceptance.
Reunion.com, the friend-finding Web site in Santa Monica, has commissioned a direct response TV campaign consisting of four spots that show the experience of people who search for and find a special person from their past. Consulting firm Michaelson Marketing Group developed the strategy with Quigley-Simpson handling creative and media chores and SincBox producing the spots. All three marketing firms are based in Los Angeles.
Meanwhile, Oakwood Worldwide, a temporary corporate housing provider, debuted the first TV commercials in the company’s 47-year history. The campaign launched on KNBC-TV (Channel 4) and the NBC affiliate in Washington, D.C.
The NBC Stations Group handled production in house. The campaign features two themes: “When You’re Here, You’re Home” and “No Hotel Required.”
The Oakwood commercials represent a break with tradition in the corporate housing market by targeting consumers directly. Normally, the industry advertises to business travelers, relocation professionals and cost consultants.
But Oakwood wants to become a household name among general travelers.
Talent Shifts
PR shop Idea Hall has opened an L.A. office, staffed with two local veterans. Vice President Marcie Perez, previously public relations director for Tu Ciudad magazine, will spearhead the agency’s multicultural practice. Dennis Kaiser, former Los Angeles Times journalist and PR manager for the L.A. County-USC Medical Center, will also hold the title of vice-president. Tom Dunlap has landed a job at Deutsche LA as director of Integrated Production. He recently won a silver Cannes Lion for the animated Coca-Cola Co. commercial “Happiness Factory.” Ramon Escobar, former senior executive vice-president for Entertainment at NBC Universal’s Telemundo in Burbank, has left the network to accept a management post at Sucherman Consulting Group in New York. Jonathan Heit will head Allison & Partners’ new technology division. The PR agency’s tech clients include YouTube, CNET, Sony Electronics, Boost Mobile and Ripple Networks. Former Yahoo executive Matt Stodder has joined Gorilla Nation Media to handle integrated sales for Web sites. Stodder’s new title is vice-president of Sales, Strategy & Operations. TBWAChiatDay has promoted Mike Yagi to the position of creative director on the Nissan account. Also, Chris Adams and Margaret Keene have both been promoted to creative directors on the Pedigree, Whiskas and Leap Frog accounts.
Staff reporter Joel Russell can be reached at [email protected], or at (323) 549-5225, ext. 237.
