Lovefilm to sponsor Heroes series on Sci-Fi Channel

by Tristan O'Carroll, Media Week 15-Aug-08, 15:25

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.

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.