MSN signs one-year content deal with US dating site

MSN UK is to launch a series of cross-promotional marketing campaigns with US dating site Match.com, following the signing of an exclusive, year-long content distribution agreement.

MSN UK is to launch a series of cross-promotional marketing campaigns with US dating site Match.com, following the signing of an exclusive, year-long content distribution agreement.

The marketing schemes will include a microsite for Universal's film Bridget Jones, due to be released in April, and a promotion based on the Oscars at the end of March.

The Bridget Jones site (www. bridgetjonesdiary.msn.co.uk) will be the official UK site for the film, which contains product placements of MSN products including Hotmail and MSN Explorer. The site features a competition with the chance to win a trip to the New York premiere of the film, and links and information about Match.com.

'Users will be encouraged to enter their own real-life Bridget Jones-style tales of public humiliation, such as being cheated on by a love rat. We might use Match.com to find out which men would be most suited to a Bridget Jones type,' commented Matt Whittingham, business marketing manager at MSN UK.

Match.com will also work with MSN in the lead up to the Oscars ceremony.

'We'll be asking users to vote for the most romantic film, or sexiest actor,' says Cindy Hennessy, president of Match.com.

Under the year-long contract, Match.com, a wholly owned subsidiary of Ticketmaster, will provide personal ads and content on MSN.co.uk's new 'love and relationships' channel.



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