Microsoft Advertising and OWN unveil new ad format dubbed “Mosaic” for the Rosie O’Donnell Show and Oprah’s Lifeclass.
In a blog post Keith Lorizio, announcing the format said “Now you can share your best life stories with MSN using the first ever sponsored Mosaic, which combines creativity with technology to deliver innovative storytelling opportunities.”
The Mosaic is interwoven with contextually targeted media throughout Lifestyle, Glo, MSN Entertainment and Wonderwall.
Keight writes, “The centerpiece of the campaign is a completely customized Mosaic experience using our Deep Zoom technology that lets users share their best moments in their lives, through an interactive social experience that engages and encourages people to upload photos, tag friends’ pictures, answer trivia questions, “like” updates on Facebook and follow conversations on Twitter. As the Mosaic continuously morphs when new images are uploaded, visitors are enticed to continue exploring, sharing with friends and reading. As we know from recent research shared by my colleague Beth Uyenco Shatto a few weeks ago, when it comes to brand marketing, social media has become an invaluable tool with 27% of social marketers stating that word of mouth is their most important investment. The Mosaic experience will offer better social advertising solutions and help social marketers drive better social strategies.”
Adding “We worked with development partner Shoothill to create the Mosaic for OWN: Oprah Winfrey Network as one of its first socially connected digital advertisements. Featured on the MSN Lifestyle “Your Life” section to reach the right audience, the ‘Live Your Best Life’ themed campaign helps promote Rosie O’Donnell’s new talk show on OWN and Oprah’s Lifeclass, which launched on October 10.”
“The theme plays off of how Rosie connects with the audience through her fun-loving, entertaining and inspiring nature, and by being an everyday woman who aspires to enjoy life. The theme also applies to Oprah who encourages others to live their best life through the lessons she’s experienced from the last 25 years. Continue to check back here for more on how we are combining creativity with technology to deliver innovative storytelling opportunities,” informs Keight.