Advertisers, publishers and content owners can run interactive ads in the which provides a flexible format to communicate an advertising message in an enriched, non-intrusive way to an audience targeted by their interest in particular videos or types of videos.
20th Century Fox is promoting the sequel to the 2002 British post-apocalyptic science fiction/horror film '28 Days Later' through the service. The follow up comes as American troops arrive in the UK to repopulate London.
The nanosite featuring the player will feature a trailer, background to the story, a photo gallery and a link to the official MySpace site.
The nanosite forms part of an integrated three-week campaign on Bore Me, which aims to raise awareness and engage the target audience by using new interactive viral ad formats in time for the May 11 release date.
This includes the first teaser campaign ever using a Media Player Promotion, sponsorship and seeding. Bore Me will measure the overall success of the campaign for 20th Century Fox.
Chris Green, marketing manager at 20th Century Fox, said: "As a way of targeting the right audience, BoreMe.com is an ideal format to provide a deeper, enriching experience for the user. Having worked with Bore Me before, we know their audience pass on interesting material to their friends and this translates into peer-to-peer recommendation, creating invaluable word-of-mouth and ultimately more box office ticket sales."
20th Century Fox has promoted its films through inventive viral campaigns on Bore Me before with releases such as 'X-Men3', 'Thank You For Smoking', 'Nightwatch' and 'Severance' promoted via sponsorships, viral trailer seeding, advertorials, caption competitions and blipverts.
Richard Leishman, chief executive at Bore Me, said: "The nanosite cracks the problem facing all video sites -- how to integrate high quality and relevant advertising messages into video content without spoiling the user experience.
"The nanosite is unique in its combination of content based targeting, high impact branding and deep levels of interaction delivered without any interruption of the users viewing experience. 20th Century Fox have been very inventive with the type of viral campaigns it has implemented and we're pleased to have them run this campaign on the first nanosite."
The deal was brokered by DBMgrid, and Louise Brennand from Starcom Digital. 28 Weeks Later will also be promoted via newspaper ads and an underground poster campaign.