Musicland Stores is going after the funny bone to promote its new Web site, SamGoody.com, set to launch today.
The Minneapolis-based company has inked a cross-promotional deal with cabler Comedy Central to market both services. Financial terms of the deal were not disclosed.
“The structure of our advertising and marketing campaign strategically integrates our branding message with print ads, net ads, broadcast ads and partnerships,” said Gil Wachsman, veep of Musicland.
Comedy Central will push SamGoody.com through an advertising campaign called “We Got Dot.” Links to the new Web site will be available on ComedyCentral.com.
At the same time, exclusive Comedy Central merchandise will be available at SamGoody.com. Sam Goody stores will promote Comedy Central’s new lineup as well.
The campaign will stretch over to other Viacom entities, including MTV, VH1 and BET in mid-July.