When Pongracz partnered with howzitMSN's advertising partner, digitalmark, in the form of a sponsorship of the specialty content section for the British Royal Wedding, digitalmark estimated that the channel would receive in the region of 700 000 ad impressions.
Just two weeks later, more than four million ad impressions were served without taking into account the appearances of the Pongracz logo on the howzitMSN homepage, which would have seen in the region of 35 000 000 impressions.
South Africans were inspired by the royal wedding between Prince William and Kate Middleton and the channel, built by msn and maintained by a team of editors in the UK, aimed to provide blanket coverage in the lead-up to the event.
Local champagne brand Pongrácz was quick to spot the opportunity, says digitalmark's Ian Drummond: "This client saw the potential immediately and sponsored the channel, running a Facebook campaign and competition alongside the events."
Further to this the Content Promotion Banner featured throughout the entertainment section served nearly 3 million impressions.
Distell's Danelle Kietzmann says: "Having never done a premium online display advertising for the Pongracz brand before we were excited by the value proposition put forward to us in the form of the Royal Wedding Sponsorship.
"We could never have imagined that our investment would have our brand touch on so many South African internet users and were blown away by the sheer size of audience digitalmark was able to serve to in the tight six week timespan of the sponsorship."
Howzit MSN editor Justin Zehmke says: "Our audience has a voracious appetite for entertainment and celebrity news and the royal wedding satisfied both of these desires. Our aim was to be the premier destination for all the news surrounding the event and, judging by the audience's response, we succeeded in doing exactly that."
digitalmark strives to be the leading media marketing solutions provider in Africa by formulating partnerships with key websites, providing advertisers with targeted and focused website solutions.