NEW MEDIA: Yahoo! promotes kissing on microsite

Yahoo! UK & Ireland is poised to roll out an integrated campaign

encouraging young people to have fun kissing for charity over the

Christmas season.

The Yahoo! 'Christmas kissing' campaign will revolve around the internet

portal's search for Britain's best kissers and will centre on a

microsite at yahoo.co.uk/kissing, which will be live from November

30.

Radio ads and a host of kissing-related PR events organised by Yahoo!

will aim to drive traffic to the microsite.

It will contain images of members of the public kissing, organised into

six categories such as 'Tongue Temptress' and 'Piston Pete'. Yahoo! ad

agency HHCL and Partners has driven the offline push with radio ads

breaking on December 1.

Sponsorship forms distributed on the street or downloaded from the site

will aim to encourage more kissing, with all proceeds going to homeless

charity Shelter.

An online poll will enable visitors to vote for the nation's best

kisser.

The microsite will be supported by banner ads and a viral marketing

campaign, all created by new media agency Zac Interactive.

The site will also contain a survey to identify the most snoggable

celebrities, along with horoscopes and electronic Christmas cards.

"The Yahoo! brand personality is a good fit with the festive partying

aspects of Christmas." said Lindsay Biggart, head of marketing at Yahoo!

UK & Ireland. "We're tapping into our target 18- to 34-year-old

audience's desire to have some Christmas fun."

This article was first published on Marketing