Fans who register at the Austin Powers Web site will be emailed a weekly interactive cartoon that teaches them the fine art of espionage.
New Line Cinema, the company behind the upcoming Austin Powers movie sequel, "Austin Powers: The Spy Who Shagged Me," which opens in US cinemas later this month, has teamed with New York based multimedia company Togglethis, in an attempt to tease potential customers.
Togglethis has developed what it calls "Interactive Character Technology" and will send 12 weekly episodes of cartoon quality emails, dubbed "Austin Powers: It's Interactive Baby," directly to consumers' desktops, once they download the requisite plugin.
The promotion is sponsored by Virgin Atlantic and a cartoon of Richard Branson makes an appearance along with the International Man of Mystery's nemesis Dr Evil.
New Line Cinema also used Togglethis to promote last year's Gary Oldman film "Lost in Space," and the six episode "Lost in Space" production was distributed to 100,000 email addresses, of which New Line claimed that 25 per cent reacted to the promotion.
Paul Maya, Togglethis' chief executive, said: "It lets you interact with and spend time with the brand, but it also drives people to action. It's all about driving people to action -- buying tickets, finding out about other movies."
Other companies to use Togglethis' patent pending technology include Warner Bros, Disney, Intel, AT&T, Autodesk, Universal Press Syndicate, iVillage.com and Launch Media.
AT&T chose Togglethis to help launch two new Internet services, AT&T Click2Dial Conferencing and AT&T Chat N Talk.
Consumers could interact with AT&T's toggled spokescharacter, "the AT&T Labs Professor," while learning more about the new services. In other versions of the toggled ad, the professor announced sweepstakes and instructed consumers as to how they might win.
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