MOVIEFONE CALLS ON WACKY STRATEGY FOR BRANDING EFFORT: BARTER CAMPAIGN VALUED AT $25 MIL EMPHASIZES FUN, ENTERTAINMENT.

Advertising Age,  December, 1998  by Petrecca, Laura

Tags: branding, entertainment

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Hello and welcome to MovieFone's first branding campaign.

The dial-in movie guide and ticketing service next week debuts its first ads from new agency Mad Dogs & Englishmen, New York. The barter campaign, valued at $25 million, will break initially on 10,000 movie screens and later roll out to print, spot TV, radio and even the Web.

The ads, which border on the bizarre, draw attention to the convenience of using MovieFone. One spot shows a middle-age man washing his car "the old-fashion way" by licking it clean. The man's wife explains her husband thinks "the ...

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