Blockbuster Blockbuster had a high brand awareness, but used internet advertising to target adhoc users to increase customer loyalty and traffic to their website. In conjunction with this MSN messenger was used to keep updated on Blockbuster news. X-Men 2 Following the launch of the highly successful X-Men film, Fox España turned to online advertising to drive awareness of the sequel X-Men 2, amongst a technologically enabled, communications savvy 13-35 year old audience. Bad Boys 2 Columbia Tristar opted to use internet advertising to target a specific audience in advance of the release of Bad Boys 2. Internet offered controlled access to it's target audience with measurable results Shrek 2 A month long internet campaign to raise awareness among 18-24 year olds was run prior to the launch of 'Shrek 2' Pirates of the Caribbean Internet advertising was used to promote the release of the film, 'Pirates of the Caribbean'. The rallying point of the campaign was as a base site where the users could watch a trailer for the movie and take part in a competition. Tomb Raider Eagle Picture used Internet Advertising to promote the release of Lara Croft: Tomb Raider. Warner Brothers As part of the advertising mix, this promotes for the forthcoming Harry Potter - The Order of the Phoenix Loto Brandmark internet advertising was used to promote Loto. The Grinch Brandmark advertising was used for the promotion of the launch of 'The Grinch' on video and DVD. Xbox Xbox used a brandmark advert to increase it's audience at launch Dare Devil Benchmark advertising was used to promote 'Daredevil Day' Spiderman Another example of online advertising for Columbia Tristar's 'Spiderman'. King Kong Universal Studios used online advertising to promote the release of 'King Kong' at the cinema.