Sicko Launch in UK Includes Novel Audio Ad Format

Michael Moore’s “Sicko” is set to launch in the U.K., and media agency Target Media is testing an experimental ad format to attract audiences to the documentary film. In conjunction with ad-supported music download service We7, the agency has placed audio ads promoting the movie in free, downloadable music tracks.

Officially launched in April, the We7 platform places customized ad messages in free MP3 music files. Ten-second audio ads run at the beginning of audio tracks, and are targeted based on user demographics and preferences provided through site registration. Because We7 tracks are DRM-free, they can be shared legally, further extending advertising reach.

The We7 ads with will run for six weeks, alongside a wider campaign to promote the U.K. release of the film on October 26. The music site also offers advertisers more conventional display ads that run on its Web site.

Target media is the first ad partner to sign with We7, though two major brands are close to signing deals with the music download firm, according to a company statement.

Each free We7 audio track is laced with a single ad, usually around :10 in length, placed either before or after the music itself. Following a three week period, users are deemed to have “paid” for the track, and can return to the site and download the ad-free version of the tune. To date, the service has provided over 215,000 downloads to 60,000 registered users. The company has a library of 75,000 audio tracks.