When Food Network began planning a promotional campaign for the second season of Iron Chef America, it decided to focus the bulk of its spending online. The spend was made on high-impact takeovers of
top portals' entertainment sections; Yahoo! Television and TV Guide this past weekend, and AOL Television next weekend. It will complement those buys with placements on smaller sites, as well as
limited TV and outdoor ads. The campaign goal is not so much to attract new viewers but to connect with the substantial audience the show built in its first season and to alert them to the start of
the new season, which began Sunday night.
Read the whole story at ClickZ, July 12, 2005 »
