The series, which starts its new season at 9pm tonight (Friday), is Lovefilm’s first programme sponsorship since its UK launch in 2003. The campaign features a combination of 10-second openers and closers and five-second bumpers between each ad break.
The creative, which runs for seven weeks, features a DVD flying through the street and into a letterbox, with the strapline: "Bringing all your movie heroes straight to your door".
Chris Bird, head of marketing services for Lovefilm, said: "With rentals of the first series doing so well for us, we jumped at the chance to support the Sci-Fi Channel’s run of the follow up series".
Lovefilm provides online DVD rental to nearly one million members. It operates across the UK, Sweden, Norway, Denmark and Germany.
Tristan O'Carroll, Media Week, 15 August 2008, 3:25pm
Lovefilm to sponsor Heroes series on Sci-Fi Channel
LONDON - Lovefilm.com, the online DVD rental service, is to sponsor the second series of US TV drama Heroes on NBC Universal's Sci-Fi Channel.
Lovefilm: first programme sponsorship
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