Tuesday, September 2, 2008

ninemsn get fixated

Ninemsn have launched Fixated - www.fixated.com.au - with Citibank coming on board as the launch sponsor.

I've had a bit of a play - seems very similar to Hollywood Stock Exchange (http://www.hsx.com/) and Celebdaq (http://www.bbc.co.uk/celebdaq/). Not really a new concept (well, not at all a new concept) but they are the first to add a local spin. Yes, it's still a rip off but hey ... imitation is flattery.

Most interestingly, Citibank are the launch sponsor. Citibank's online efforts have generally been all DR focussed so it's fantastic to see them step into the area of sponsorships/branded content and outside of affiliate and CPA.

It's also good to see ninemsn really working at making thefix a consumer brand - which I think is indicative of ninemsn heading down the path of really building value and equity in their brands as opposed to being a faceless aggregator of feeds.

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