According to NMA (via Adverblog), the BBC is about to embark on its most ambitious online marketing effort yet.
The creative will take live RSS feeds from BBC news sites and link in with IM services. Users of MSN Messenger in Europe and ICQ in the US will be able to sign up to a world news feed, with the service promoted across the MSN network and ICQ.
If a major news story breaks the advertising will be increased with instantly updated creative across rich media overlay and standard banner ads with bespoke messaging and imagery.
Aunty Beeb will conduct the campaign for 6 months and will target Western Europe and the US.