Today the social advertising network AdNectar announced the launch of a branded virtual goods campaign promoting the DVD/Blu-Ray combo pack release of this year's hit film Harry Potter and the Half-Blood Prince. The gifts feature likenesses of the major characters as they appear in the movie, including Albus Dumbledore, Ron Weasley & Hermione Granger, Draco Malfoy, Severus Snape, and Harry Potter. When a recipient opens one of the branded gifts, it expands into a full-size branded frame that auto-plays the film's trailer. The gifts will appear in Facebook apps that are AdNectar clients.
AdNectar also created a custom Facebook app for Harry Potter film producer Warner Bros. to continue promoting the release. The site contains extra trailers, additional free virtual gifts, and links to purchase the DVD or Blu-Ray release of the film. The promotion is startlingly similar to the approach AdNectar used to promote the theatrical release of Capitalism: A Love Story through virtual gifts that opened up to auto-play the film's trailer. The technology for distributing trailers through virtual gifts seems to be based on AdNectar's campaign for Malibu Rum, where promotional videos were embedded in virtual gifts.
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