“WHAT’S YOUR MOJO?”
MOJO POSES THE QUESTION IN NATIONAL MARKETING CAMPAIGN PROMOTING FALL SEASON OF ORIGINAL PROGRAMS
High Tech Campaign Includes Robust Downloadable MOJO Desktop Widget, National Online Rich Media Buy and Google Search Campaign
New York, Oct. 25 -- MOJO is launching a multi-faceted marketing campaign to promote the fall season of several new and continuing original HD series and the premiere of its off-network HD airings of NBC’s hit sci-fi drama series, “Heroes.” The theme of the campaign is a new tag line, “What’s Your MOJO?” which will be used both on-air and in all advertising. Central to the new campaign is the launch of a dynamic desktop “widget,” available for free to any fan of MOJO, which connects them to their interests.
“The tag line speaks to the MOJO philosophy. Whatever your interest – food/drink, adventure travel, technology, music – you can find it on MOJO in 100% high-definition,” said Stacie Gray, Senior Vice President, Marketing and Executive Creative Director, iN DEMAND Networks (MOJO's parent company).
An accompanying advertising campaign is running on high-impact national online media destinations, including Los Angeles Times, New York Times, New York Post, New York Magazine, TV Without Pity, Gawker and Defamer. The campaign includes expandable rich media banners with video and sound. It also includes a Google display and search campaign, and a far-reaching grass roots viral publicity effort.
The channel’s unique widget is a mini-application that lives on the user’s desktop and keeps MOJO viewers connected to their interests. Fans of MOJO’s food shows like “After Hours with Daniel” and “Pressure Cook” can download recipes while travel enthusiasts can unleash their inner “Dr. Danger” and book flights using the widget’s trip finder. Techies can stay informed with a real-time tech news feed and soon music fans can hear their favorite “London Live” artists on MOJO radio. In addition to the MOJO schedule and video clip library, new content and enhancements will be rolled out monthly.
About MOJO (www.mojohd.com) MOJO was created exclusively for the discerning upscale male, with attitude, wit and style, and became the network name as of May 1, 2007. Formerly INHD, it has been a pioneer in hi-def television since 2003, and is among the most widely distributed HD networks on cable. It consistently earns high marks from HD viewers for the pristine quality of its 1080i picture and 5.1 sound and ranks as a viewer favorite. Original shows are about wide-ranging men’s interests including high tech, finance, comedy-reality, adventurous travel, music, cuisine and spirits. Other programming includes high profile professional and college sports, movies, concerts and big events. The network is 100% high definition and available as part of the HD offerings from Comcast, Time Warner Cable, Cox Communications, Cablevision, Charter Communications Inc., Bright House Networks, Mediacom, Patriot and others. MOJO is owned by iN DEMAND Networks, whose members are Comcast iN DEMAND Holdings, Inc., Cox Communications Holdings, Inc., and Time Warner Entertainment – Advance/Newhouse Partnership.
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