Digital Media Communications (DMC) is today launching Polaroid�s first online buzz marketing campaign, featuring a photo-alphabet full of suggestive and risqu� �love letters� in support of a new Valentine�s Day marketing promotion created by Euro RSCG London. Mark Farris, Polaroid Group Marketing Manager, commented:“Polaroid has a unique attraction for Valentine�s Day and the �love letters� campaign highlights this. The online buzz marketing campaign will be key to driving awareness of the site.”
To see the promotion in action click on www.love-letter.co.uk/Bmine, it’s a sexy idea
Living in the Italian online advertising “swamp”, I’m always amazed to hear about the impressive use of interactive media that takes place in the UK. For example, the British School of Motoring (BSM) has a launched an online direct marketing campaign to engage young individuals and offer them free or discounted driving lessons. The viral video email campaign developed by Randommedia targets 16 to 21 year-olds with humorous video footage of a learner driver sitting in a car with his father imitating his bad habits.
In December, Mattel has launched an online version of its Pictionary. Developed my the agency Flare, the advergame allowed people to make a drawing and then invite three friends to guess what it is. There was also a competition connected to the game, but I believe it’s too late to enter. The
During the Christmas season, apparel manufacturer Jockey has sponsored the advergame “Make-a-flake”, an interactive snowflake maker developed by Lookandfeel (have a look at their web site, the menu presentation is simply fantastic!). As Tessa Wegert writes on ClickZ, the advergame complemented an offline direct mailing campaign, driving visitors to a microsite. Thanks to the viral effect generated by the advergame Jockey’s microsite generated more than 1 million total visits. The campaign’s success can be explained in the branding effect generated by Make-a-flake through the positive and entertaining gaming experience an its association with Jockey’s name.
On Adrants, Steve Hall talks about the best viral clips of 2003. Mastercard, with the “Priceless” campaign has been the most rated clip.
More magazine has launched a viral campaign in the UK in which it offers readers the chance to download a desktop boyfriend. The only problem is that you have to dump him after two weeks… A short but intense relationship Have a look at the microsite and decide if it’s worth it…
This title stands out on the entry page of a microsite launched by Smirnoff to support a viral email campaign recently launched in the UK. On the microsite users can create their own movie trailers, engaging friends and making them laugh. A very nice and funny idea that will probably help Smirnoff collecting quite a few new email addresses to target next campaigns. PS: If you want to build your movie trailer too, you need to cheat the entry page, by saying that you live in England and, of course, you’re older than 18
The British Airways advergame, supporting the Rugby World Cup, I�ve talked about a couple of weeks ago is now online, and you can win plane tickets, as well as dvd players and photo cameras. Just go to http://www.britishairwaysbigkick.co.uk/ , choose your favourite rugby character and try to kick the ball between the two jets as many times as possible. It�s not very easy, I�ve tried a couple of times and, as the speaker said, I�ve been embarrassing myself and the public� Anyway I appreciate the viral idea behind the game, send the game to your friends and increase your score in the game� smart!
Pfizer is looking for new from agencies on below-the-line projects such as guerrilla and viral marketing for its Viagra brand. AdWeek reports today. It will be an interesting challenge, given the fact that the target segment of Viagra is usually not young and therefore not very accustom to viral marketing practices.
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