Digital advertising and marketing: only the best ideas worldwide, since 2003

Martini: Welcome to La Dolce Vita

on June 22, 2005 by Martina comments

The Martini Mansion opens its doors to the Dutch public. A gorgeous villa in the Italian Riviera and a relaxing atmosphere, these are the ingredients of the advertainment site created by Doorn & Roos for Martini in The Netherlands. Visitors to the Mansion can get their private pool with Martini, promoted with two viral videos (1 and 2). If you’re interested in getting the swimming pool, consider you are in The Netherlands, which means you are asked to pay 7€ for the delivery expenses [link via BlogFonk]

File under: advertainment, martini, swimming pool, the netherlands

Kermit for BMW

on June 21, 2005 by Martina comments

You might have already heard of “Prinzip Freunde” a site packed with advertainment/infotainment content created by BMW to connect with its customers. It was launched one year ago to promote the BMW 1er and it’s nice to see it’s still alive and kicky. One of the main characteristics of the site (which is only in German) which attracts visitors’ attention, is the fact it gives away a lot of prizes. Right now, among the others, it is possible to win tickets to the upcoming F1 Gran Prix in Hockenheim. Online ads starring Kermit the Frog are currently being used to promote the competition and drive traffic to the site.

File under: BMW, kermit, prinzip freunde

The Republic of Lauda

on June 15, 2005 by Martina comments

Niki Lauda is a former Formula 1 pilot. Lauda Air is the airline company he founded in Austria about twenty years ago. The Republic of Lauda is an original marketing concept and a virtual world created by JWT Wien. The idea is to strengthen Lauda’s Air position on the market with a provocative and sexy campaign. In the Republic of Lauda it’s always holiday, because holiday is a state of mind, and because Lauda Air offers 34 destinations to relax and escape the daily stress. For sure we can agree they have decided to do things in a different way. I like the concept, the outdoor advertising is good, while to me, the Web part looks rather poor.

File under: jwt wien, lauda air, sexy campaign, the republic of lauda

The Nivea kiss Manifesto

on June 8, 2005 by Martina comments

In Brazil, Nivea has launched the “Manifesto do Beijo” (The Kiss Manifesto) to promote its Lip Care product. An advertainment style micro-site created by A1.Brasil allows visitors to send virtual kisses to friends and lovers. The more kisses you send, the higher the chance to win an iPod Mini. The site also features “kiss related” content such as the history of kisses, a list of possible ways to kiss, wallpapers and a series of emoticons. [News via Propaganda & Marketing]

File under: brazil, kiss manifesto, nivea, virtual kisses

Can you imagine a world without Nutella?

on June 7, 2005 by Martina comments

Usually I don’t post much about food brands, but this week, maybe because I’m on a diet, I’m finding a lot of interesting news about ice-cream, cookies and now chocolate! Yes, this post is about Nutella the faboulous creamy, chocolaty hazelnut spread everyone loves. Well, I found out they have an online community in Italy (My Nutella) to engage all the fans. Now they have launched an online photo contest in which people have to represent with a shot their relationship with Nutella. Three winners will be awarded every month with a Fuji digital camera. [News via Pubblicità Italia]

File under: nutella, online community, online competition

Coke explores the blog idea

on June 7, 2005 by Martina comments

First I have to tell I’m not payed from Coca-Cola to post so much about them (I wish I was! then I go on telling you about their new initiative in Brazil… Agenciaclick, one of the best interactive agencies in the world, is behind the Coca-Cola Vibezone online. The site is really cool, with excellent graphics and animations (but I misssss the music!), however the nicest thing about the initiative is that it includes a dedicated Vibezone blog and an online community on Orkut. The blog idea is good but apparently it isn’t proving very successful. The stats on the homepage indicate that only 2415 people have visited the site until now… It’s an old online marketing lesson:don’t show the numbers! If they’re high people won’t trust you, if they’re low visitors will think you’re a low quality site.

File under: blog, coca-cola, vibezone

Eat the cookies online!

on June 7, 2005 by Martina comments

As you might have understood from what I wrote about the ice-cream competition yesterday, I’m rather greedy… so this post is not about digital cookies, but on real, backed, yummi cookies… In Germany, Bahlsen has decided to follow the advertainment trend to engage its customers. The cookie giant has appointed SevenOne Interactive to create a multi-channel campaign with Tv spots, teletext ads and online banners to drive traffic to the Bahlsen.de site. An advergame (bake the cookies!) and an online competition (win a dream) make the online presence tasty and attractive.

File under: advertainment, bahlsen, digital ads, online campaign

The Smirnoff Experience

on June 5, 2005 by Martina comments

Diageo has just launched the Smirnoff Experience site, created by Agency Republic to support the music events it is sponsoring in the UK. Video clips play an important aiming at engaging visitors in a rare emotional online experience. To me, the site is not as exciting as Brand Republic presents it. I liked the videos idea in the supporting the written content, but I absolutely miss a soundtrack to make the visit more engaging.

File under: music festival, smirnoff experience

BA Makes Travel Easier with an interactive guide

on May 20, 2005 by Martina comments

British Airways has launched a new series of online services and Agency.com has created an interactive guide to explain customers what has changed or improved. E-Consultancy explains the demonstration named “Make Travel Easier” shows customers how to use ba.com website and the self-service kiosks at the airport. The interactive guide is a good idea to educate clients about new services, and it’s also pretty well done. The problem is that it’s hidden inside BA’s site. There is a small, sad, banner on the homepage, but unless you know about it, you won’t understand smart guide it is supposed to promote.

File under: agency.com, british airways, interactive guide

Sony Ericsson presents “The Shame Academy”

on May 19, 2005 by Martina comments

Sony Ericsson is promoting its K300i with the “snap, send and shame” idea, an invitation to students to send embarrassing photos of themselves and their friends taken on their phones. Young mobile users will then be able to vote the best, or worst, pictures depending on the point of view, and win a K300i phone. The Shame Academy site will launch tomorrow and will be supported by a guerrilla marketing drive by Campus Group. The idea is nice and certainly engaging given the target audience. I wonder how they will manage the privacy issue… I’m sure students will send “very” embarrassing MMS pictures of their friends…

File under: mms pictures, shame academy, sony ericsson

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