Gorilla nation adds geek reach to network with starwars.com

Ad mental representation firm Gorilla gorilla Nation has added to its repertory of geek oriented properties, sign language an ad repping deal with Lucasfilm's Star Wars branded sites. Gorilla gorilla Nation will represent online ad stock list for both StarWars.com and the StarWarsKids.com sites.

StarWars.com made its choice based on Gorilla gorilla Nation's experience providing non-banner integrated ad units, like site re-skins and microsites, according to Lisa Sullivan-Cross, director of online revenue for Lucasfilm. StarWars.com already experiments with non-traditional advertising, having developed an ad unit it calls a "splinter" which expands to cover 75 percentage of the site.

"Our goal is to go beyond the streamer and create sponsorships and integrated ad units that visitors are going to enjoy and think are cool," Sullivan-Cross said.

The company timed the contract with Gorilla gorilla Nation to take vantage its upcoming animated characteristic film and telecasting series, The Clone Wars, as well as the expected release of next year's Star Wars: The Force Unleashed video game. A site redesign will promote the new titles. Lucasfilm intends to provide content based on its overall Star Wars brand, along with new animated content, to its traditional 18- to 35-year-old demographic and a new coevals of kids and their parents, Sullivan-Cross said.

StarWars.com was antecedently represented by subject Ad Force in Windy City, but Gorilla gorilla Nation is now installation content from its web, including Valentine's Day ads from XM Radio, as well as executing from Adobe and Verizon. Over time StarWars.com will carry more ad for amusement brands, including toys, games and video games, she said.

The add-on of StarWars.com is another notch in Gorilla gorilla Nation's list of geek oriented sci-fi, comedian and horror oriented Web sites, including Marvel.com, Fangoria.com, eBaum's World, Major conference Gaming and others. Even so, the company doesn't like to describe its publisher's audiences as geeks. It prefers to call them passionate, according to Matt Stodder, VP of sales strategy for Gorilla Nation.

"The Geek demographic equals a passionate demographic," he said. "There are consistent patterns across all these passionate entertainment sites. There is higher engagement and higher loyalty to the sites."