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

Category Archives: Online competitions

Travel by train and win a Ferrari

on January 19, 2004 by Martina Comments

Online competitions are becoming a fashion. Everybody wants to have one, no matter if it doesn’t make sense for the brand or if the game (and the prize) has no connection at all with the business you’re in. The initiative of train operator First Great Western in cooperation with Hamleys (my favourite teddy bear shop) is, in my opinion, a clear example of a no brain “me too” strategy. Customers can enter a competition to win prizes from Hamleys, such as, for example, a Ferrari replica for kids. Tim Hayne, E-Commerce and Channel Marketing Manager for First Great Western says:

“This is exactly the kind of promotion we love to run on the website, the Hamleys prizes are ones which our passengers will treasure and we are always looking for new ways to add value to our customer offering.”

Well, this might be the kind of competition First Great Western likes to run, but if they ask their customers, I believe the answer will be different. People travelling by train would rather like to win free train tickets or a discounted season ticket. What’s the connection between a Ferrari for kids and a train service?

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New web site for Evian

on December 11, 2003 by Martina Comments

Evian has put some freshness on its Web site, launching a new version developed by Nurun. The Web site is Flash based and, as AdWeek explains, aimed at affluent, health- and image-conscious 35- to 49-year-olds. It also features a sweepstake to win a dinner in finest restaurants across the US.

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MTV presents ‘Made in dream’ competition

on November 19, 2003 by Martina Comments

Pubblicit�Italia reports today of an interesting marketing initiative by MTV in co-operation with Sisal, the Italian Company which conducts the National weekly lottery. MTV viewers will be able to join a competition by describing online their dreams. In order to enter users should have a valid lotto ticket. The more the tickets, the more the dreams to submit. The prize? The best nine dreams will become true…

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Take the “fire test” and win a great prize… maybe

on November 3, 2003 by Martina Comments

Once in a while I can tell you about a successful online advertising in Italy. It�s the story of Chrysler promoting its Crossfire coup�, with �La prova del fuoco� campaign (in English it should be something like �The fire test�). As explained on DailyMedia, it consists of virtual travel on the Web through an �initiation� path which develops in four steps: Reveiling Chamber�, �Morphing Identity�, �Burning Evidence� e �Fire Walking�. Users will be driven to the Web site www.laprovadelfuoco.it with a series of online ads (Pop-Up Pop-Under, Intestitial, Expanding banner and 123.000 Dem) exposed on the main Italian portals (Virgilio, Libero, Repubblica.it, Msn, and Tiscali). Everyone who register on the site automatically joins a competition to win a full week-end test drive of the new Crossfire that will be launched on November 15th. The campaign, which has been online for a month and will last until December 1st, has driven 70.000 people to the Web site with 10.000 registrations: numbers that sound exciting on the Italian market. The campaign idea (developed by the Italian agency Xister) is extremely original, and is based on the �interaction design� concept, which allows a deep and intense brand experience while browsing the Web site. However one has the feeling there�s something missing in this campaign: the prize. If you invest so much (money) in creativity and interactivity people might expect more than a test drive as a reward for their attention.

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Kellogg presents ‘Crunchy Nut Clusters’ competition

on October 30, 2003 by Martina Comments

Digital Agency MagneticNorth has created a new online competition Kellog’s account. As Revolution explains, there’s a Tv campaign that drives users to a microsite where they can enter a competition to describe the cereal’s taste by creating a sound and image montage reflecting tastes, textures, sounds and pictures from the TV ad, within a New York-themed interface. Prizes include a trip to New York, a European weekend anda deluxe health spa weekend. Very nice idea, full of sounds effects and flashy images. But, in my opinion, the overall experience results rather confusing.

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