News Network, the internet arm of News International, has announced the launch of FiredUp.com, an events and entertainment-driven auction site.
FiredUp.com went live on Sunday when it kicked off with an exclusive Spice Girls auction when more than 30 items of memorabilia went up for bid online.
The launch of FiredUp.com is being supported by promotions and sponsorship from Sky One and Virgin Music Group.
For launch, FiredUp.com has lined up an exclusive array of merchant partners who will be putting up items for auction. These include Go, Carphone Warehouse and First Call. FiredUp.com will be announcing further merchant partners in the coming days and weeks.
Unlike other web-based auction businesses, FiredUp.com will offer UK consumers access to real-time online auctions that focus on entertainment-related events and merchandise. Through the promotion of exclusive online events, FiredUp.com is designed to appeal to a broad range of UK consumers seeking to buy online.
FiredUp.com will launch a fully integrated marketing campaign in the New Year with advertising from TBWA GGT Simons Palmer, media strategy by Rocket, digital activity by Agency.com, and media buying by Carat.