Its sponsorship of the weather site was brokered by MediaCom, with creative by glue London, and it aims to mirror the brand's above-the-line sponsorship of Five weather.
Creative includes interactive banner ads, which ask viewers to clear pollen away in order to read the brand message, Skyscraper Overlays which feature sneezing bees that fly around the screen, and streaming video replicating the advertising on Five. The video ads have a data-capture element with a send-to-a-friend application.
The ads aim to drive traffic to GSK Consumer Healthcare's Allergy Answers web site (www. allergyanswers.co.uk), created by brand-identity agency Enterprise and launched in May. The site provides information on allergies, interactive tools to help sufferers identify the triggers, and a helpline.
The weather.co.uk sponsorship, which targets 18 to 34-year-old repeat users and new customers, runs from June to August to coincide with high pollen count months.
Rory Brownlee, senior brand manager for Beconase Hayfever at GSK Consumer Healthcare, said: "Beconase is a seasonal product so it's important to run activity at the right time. Hay-fever sufferers are hungry for information and weather.co.uk is the most highly visited site for pollen-count information in the UK, apart from the BBC."
The online activity is a test sponsorship for GSK Consumer Healthcare.
"This is our first major venture online as part of a through-the-line campaign. We are commissioning brand-tracking studies to see the effect on the online audience," he added.
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