evian is sponsoring a detoxed version of Gawker site for two weeks. This is an interesting approach to advertising and sponsorship on a blog. Here is how it works.

You can click on a button that appear on the top of the Gawker site. Once clicked, all ads disappear except some mention of evian, the sponsor. There is also a form where RSS feed publisher can enter their own feed URL and detex their own feed.

The sponsorship was done in partnership with Mediavest and FeedBurner.

RSS publishers who decided to create a detoxed version of their own feed and share it with their readers will extend evian’s marketing message at no additional cost to them.

Meanwhile, advertisers who have their ads turned off for the moment have been notified about the situation. All of the ad impression they purchased will be delivered as promised. The roadblock promotion is just a short term campaign.

The readers have the right to block ads or let them as is like in the original version of the site. But given the name of the sponsor for the detoxed version of the site really extend the brand and marketing message of evian.

Link: Gawker.