Loewy-owned Mantra will aim to set BlinkBox apart in an increasingly crowded market, promoting the start-up to the corporate, consumer and online media.
The London agency will launch the website to the mass market through traditional consumer media later this spring. Mantra will also help drive traffic to the BlinkBox website through seeding, blogging and social network campaigns.
BlinkBox was founded in 2006 by executives from Vodafone and Channel 4. It has secured deals with Hollywood studios Warner Brothers, Universal Pictures and Paramount Pictures, among others, allowing users to access film and TV clips from back catalogues.
Visitors to the site can personalise content from shows such as Baywatch and Dangermouse and send spliced messages to friends via mobile phone or internet. Although the site has had little marketing spend to date, it has already attracted 270,000 unique users.
The Mantra team, led by media specialist Jessie Astbury-Allen, will report to BlinkBox marketing director Clare Bolton.
Mantra digital arm Spider recently won a brief to launch Screenrush, a website billed as 'IMDB, LoveFilm and Odeon all in one' (PRWeek, 27 March). The site allows users to book cinema tickets, view clips and trailers, read film news and rent DVDs.