Revlon Runs Streaming Video On MSN Video Service
- by April 4, 2004
Revlon's multimedia campaign launched on April 2 with a print ad in Gannett's USA Today, an interstitial ad on USAToday.com, and a 2-minute mini-movie running initially in New York City Screenvision theaters before being rolled out nationally April 23 to the top 10 markets. The mini-movie, featuring Revlon spokescelebs Halle Berry, Julianne Moore, Eva Mendes, and Jaime King, is also being streamed on MSN's Video Service.
Revlon participated in MSN's beta test of the streaming video platform via its agency, Deutsch, New York. "We felt that the technology really hadn't been there in the past, but we delved into it [this time]," says Kimberly Lyons, media manager, Revlon.
The 2-minute mini-movie will run on Revlon.com and the MSN Video Service. The streaming video includes a flyout ad unit with a direct response element. For example, women will be able to sample an interactive lip gloss and lip color tool that helps them to match appropriate shades. Recommendations are offered on how to wear the gloss---by itself or with lipstick.
In addition, Revlon has bought run of site inventory on the MSN network, primarily in news and entertainment channels, to promote various products, including ColorStay Overtime lipcolor and Super Lustrous Lipstick + Lipgloss. The four 30-second TV spots, which debut today, will run adjacent to a flyout ad unit. The commercials focus on brand messages.
"Streaming video was the perfect platform because it made an emotional connection with our consumer," Lyons says. "We know our consumers are online--this platform made strategic sense," she adds. Revlon's target is women ages 18 to 49; its core Internet user is approximately 31.
The MSN Video Service launched in January, and so far has averaged 1.2 million streams per day. For the month of February, the service racked up 4.7 million streams, according to Nielsen//NetRatings. MSN projects March streams to hit 6 million. Revlon's move positions its advertising as content, a tack that marketers are increasingly taking.
Apart from Revlon, Hewlett-Packard Co. and Microsoft's own MediaCenter and TabletPC products have run programs on MSN's Video Service, according to Scott Moore, general manager, MSN Customer Experience. Aventis Pharmaceuticals' Allegra kicks off a streaming program today. Procter & Gamble's Old Spice brand and McDonald's had run test programs on the MSN Video Service. "We're not actively pushing the video service at this point; we're more interested in working with advertisers to innovate around the concept than in fully monetizing the value [at this point]," Moore says.
MSN is not alone in getting Revlon's business. The beauty provider will debut an interactive program on AOL. That program, dubbed "Revlon on the Red Carpet," will run quarterly this year as a sweepstakes built around a theme.
AOL launches Revlonontheredcarpet.com on April 19, which involves a summer movie sweepstakes that invites consumers to enter to a contest to win a weekend in Hollywood.
Event and location-based marketing and print ads debuting in May magazines, as well as more online ad buys, are also planned.
On April 7, during ABC's The Bachelor, Revlon will run its 2-minute mini-movie, an unprecedented move during network prime time. In contrast to the streaming video and in-theater version, the 2-minute piece planned for prime time is more product-focused, according to Lyons. The value of Revlon's online media buy with MSN and AOL is estimated at $5-$8 million. Revlon declined to confirm the figure.
