Integration. Integration. Integration. This is what interactive marketing is about: it helps you integrating different media channel. And any marketer should learn to take advantage of such opportunity.
This SonyEricsson campaign probably doesn't have the most original concept ever, but does an excellent job not only integrating channels (Internet, mobile and TV), but also putting the user at the center of the stage.

Basically, what the German agency b+d new media has created is an interactive crossmedia videoclip contest for the new Sony Ericsson cell phone D750i. At www.d750i.com everybody can create his own 5 second video clip and shortly after the clips will run in German television on VIVA Plus (MTV network). All shown clips are published in galleries on contest site and weekly the best clips get rewarded by exclusive Sony Ericsson D750i cell phones.

Looks very similar to what was done all over Europe last summer for MTV... The Starzine campaign with the strapline of "Fame is just a click away" created with, you guessed it... Nokia.

Posted by: Casper at February 2, 2006 11:18 AM

I agree, online marketing is all about integreation. I think with the introduction of the Internet, all kinds of media may now be found together online. This is a good thing because aside from the "complete" package we see and receive online, the "integrated media" is also focused more on the users/readers online.

Posted by: Mary at February 27, 2006 11:12 PM