Online campaign for the BBC

The BBC is about to launch its biggest ever online marketing campaign to promote its news site bbcnews.com. New Media Age explains the campaign will last six months and will target users across Europe and the United States. What is interesting is that the creative will take live RSS feeds from BBC news sites and link in with IM services such as ICQ and MSN Messenger. So if an important news comes out, it will immediately featured in the rich media ads.
The campaign was developed by Agency Republic.