It has kicked up its consumer Web site, www.hallmarkchannel.com--but to enhance its lineup, the network created several microsites dedicated to upcoming programming and marketing initiatives. A new microsite will highlight an original holiday movie, "The Note," premiering Dec. 9. The home page on the Web site will link to the microsite.
"The Note" microsite lets users post personalized notes to their friends and family, since the plot revolves around a plane crash victim and an estranged parent. Users can send an email to a recipient that tells them a note has been posted at www.hallmarkchannel.com.
Marvin Dorson, senior vice president, creative services, says, "programming for the online community makes good business sense for Hallmark Channel because it opens the channel up to a new and younger audience, and allows our advertising partners to showcase their brand and products in an uncluttered space."
The Web site offers streaming video, behind-the-scenes movie footage, star interviews and community groups, where users share videos, post photos and blogs about the network's programming. The first original Hallmark series to stream is "Adoption."
The refreshed site has an "increased capability of keeping users engaged for a longer amount of time, thus driving revenue through advertising potential," adds Mark Stolnitz, vice president, media management.
Launch-to-date (11/12/07 vs. 10/1/07) the refreshed Web site experienced a +178% increase in page views and a +60% increase in unique visitors, according to Site Census and Google Analytics.