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CW to Air Web-Linked Ads on ‘Gossip’

Apr 21, 2009  •  Post A Comment

The CW will air new ads beginning with the April 27 episode of “Gossip Girl” that push viewers to the Web and then back to TV, Advertising Age reports. The ads, called “cwingers,” will promote Dove’s Go Fresh Burst Body Wash in a vignette that will direct viewers to watch the rest of the ad’s story online, the publication says. Viewers of “Gossip Girl” are “on the couch and the laptop is open in their lap at the same time, and she’s probably taking calls [on a mobile phone] at the same time,” Dove marketing directory Kathy O’Brien tells the trade paper.
—Aimee Picchi

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