The best "execution" on the new ABC’s Russian mafia series may be the custom rich media ad that packs videos, social links, and more
Last Sunday marked two notable premiers: the launch of ABC’s new crime series “Red Widow” and the first rich media ad execution on the new user experience that was introduced in late February on yahoo.com.
Overflowing with intrigue, “Red Widow” stars Radha Mitchell ("High Art," "Melinda and Melinda") as Marta, a housewife and mother of three whose husband is murdered by (we think) mafia rivals of her Russian godfather father. Goran Visnjic ("ER") costars as the suave, mysterious Schiller, who strong-arms Marta into finishing her husband’s work and gets her more involved in the shady family “business” than she would like.
The custom rich media execution pushes all the engagement buttons with videos, links to a “Red Widow” Facebook page and the show's website, and flashy rich media executions.
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It all starts with a 972x600 floating element that auto-plays once and only replays on a user’s click. The live-page content is framed between a 300x250 east unit and a 980x60 north unit. “Click for More” launches the full ad.
The 1459x792 experience includes a NetStream video trailer, tweets, and links to the show’s official site on ABC and the “How Far Would You Go?” Facebook page.
This “Red Widow” puts a rich media hit on the new Yahoo! user experience that’s minimally intrusive and user-controlled, while providing a vivid and engaging experience of the mob drama that’s easily shared with friends and fellow fans.
---Thomas T. Lady
