O2 links with IPC and Warner for mobile ad channel

LONDON - Digital strategy consultancy Unanimis Consulting has helped O2 launch a free ad-funded video channel on a mobile network in a collaboration with Warner Brothers and IPC Media.

The channel will initially feature a Warner Brothers' commercial promoting the 'Fast and Furious'-style biker movie, 'Torque', now out on DVD and starring Ice Cube, streamed to mobiles immediately after a racy 'Motel Girls' video feature from IPC lads' mag Loaded throughout July and August.

According to Unanimis, unlike other video content available on the O2 Active portal, users of the new model will not pay a penny to view the video content. Ads will be refreshed eight times over the month-long campaign to heighten user migration and involvement.

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