CW's sponsored clips take viewers from TV to Web

05/26/2008 | Advertising Age (tiered subscription model)

The CW's latest ad twist is the "Cwinger," a series of sponsored clips focusing on its young stars. In the new format, two-minute-long video clips begin on broadcast, continue online and then wrap up on TV. "All we're doing is kind of mimicking the way our viewers move from platform to platform," said Rick Haskins, the CW's EVP-marketing.

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