Fuse Site Aimed at Aiding Affils

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Cable operators struggle with ways to reach the coveted 12-17 demographic, a group that spends more time on the Internet than watching television.

But music network Fuse believes it has created a tool to help funnel those surfers to its cable partners’ Web sites.

To attract those surfers, the Rainbow Media Holdings LLC-owned network has created a Web site that combines music downloads, an exclusive blog by Mark Hoppus of popular band Blink-182 and games.

The site (www.justforthefofit.com) also gives visitors an opportunity to identify their cable operator. Users are then redirected to that provider’s Web site, where the cable company gets a chance to pitch a product to the young consumer.

The first affiliate to sign on for that functionality was Cox Communications Inc.

“F” is the theme of the site, which is populated by a fat, blond, fugly fairy and a ferret. Those characters will figure in the viral marketing Fuse plans employ to redirect Web users to its microsite from such popular teen portals as Myspace.com (www.myspace.com).

Each department within the site begins with “f” even when it’s a stretch, such as the title of Hoppus’ blog (“F’n hi, my name is Mark”). Another one is “From your cable
operator.”

In the case of the debut affiliate, when the user identifies Cox upon site entry, a Cox.net banner tops the site with a message from the cable operator’s own promotional character, “Digital Max” (www.multichannel.com/article/CA609293.html?display=Top+Stories), who says, “I’m here to rock your digital world.”

A viewer who clicks that banner is prompted to enter their ZIP code for information on local programming, as well as other tailored marketing messages.

For more on Fuse, please see Linda Haugsted’s story on page 34 of Monday’s issue of Multichannel News.

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