Virgin Mobile has launched last week its “Best Hands” viral campaign, featuring a video clip that shows a swanky nightclub’s po-faced toilet attendant taking service levels to an extreme by literally providing hands-on service to the club’s privileged members� James Kydd, brand director for Virgin Mobile, said:“This seventh release in our successful series of online viral campaigns with DMC carries on our strategy of providing online viral users with exclusive, entertaining material in order to reinforce and continue to widen our brand awareness.”
Read more about the campaign on DMC’s website.
“Webisodes are a new frontier” it’s a sort of a follow back of an article published a couple of weeks ago about viral marketing. Webisodes are an emerging form of online advertising which tries to invest more in creativity, in order to entertain and engage users. Recent webisodes’ examples are the Close Shaves used to promote Schick Canada, or the Chicken created for Burger King and the American Express’ spot featuring Jerry Seinfeld and an animated Superman. Commenting the new trend in online advertising, Jeff Benjamin, interactive creative director at Crispin Porter + Bogusky said:“We had sort of lost focus on the content and the concepts behind the sites. Now I feel like we’re at the beginning of a Renaissance.”
Lufthansa is currently running an interactive advertising campaign to support its online booking system. The rich media ads, have been developed by Profero. On Brand Republic, Cara Grant, Lufthansa’s marketing communications manager commented:“It is a great time for us to build brand awareness and drive sales and online is a very effective method to achieve this.”
The upcoming movie Schrek 2 will be launched with an online campaign developed by Zed. As Revolution Magazine explains, the ads will be running through the MSN network, on the portal’s homepage and will be shown to age-targeted users on Hotmail.com.
Heineken gets ready for Euro 2004 with a special initiative in cooperation with MSN Messenger. The beer brand will deliver updated information about the matches directly through the instant messaging system. The campaign has been developed by QI Ideas, which explains that besides that Heineken gives away new Orange digigoods (emoticons, avatars) weekly and shows links to the best sites dedicated to the Dutch team. In this way Heineken makes sure all Messenger users are always on top of the latest soccer news.
3 announced the launch of a mobile content service with Gamer.tv to provide video reviews of the latest video games. 3G Newsroom reports that the video clips will be exclusively designed for use on 3′s video mobiles and can be accessed through ‘Today on 3′, the interactive mobile news and entertainment channel. Chris Noone, Director of Business Development, Gamer.tv commented:“This service allows 3′s customers to access timely and relevant games reviews when and where they need them, especially in-store when considering which computer game to buy. It puts the power to make informed decisions in the customer’s hand, quite literally”
In the US, Sharp is running an online advertising campaign to enrich its database of email addresses. As reported on DMNews.com Sharp believes email marketing can still be very effective in delivering promotional messages to its customers and prospects, this is way they want people to sign up for newsletters featuring special offers and products’ information.
IAB Spain has released a practical guide for email marketers. Noticias.com reports about la “Gu�a Pr�ctica del Email Marketing”, which contains guidelines to help marketers setting up permission based campaigns, as well as indications to choose the right provider of email addresses.
The Hallmark Channel has launched a viral email game to celebrate its fourth anniversary in the Uk. New Media Age reports that people participating the game have the chance to win �1,000.
The Viral & Buzz Marketing Association (VBMA), an international group for the development, validation and promotion of consumer-oriented marketing trends and techniques, was launched last week and is open for applications from new members. My friend Justin Kirby, managing director of DMC and viral marketing “guru”, explains:“Viral and buzz marketing is not new, but the use of these consumer-to-consumer techniques is becoming more prevalent, particularly as the falling effectiveness of traditional, marketer-to-consumer techniques is making advertisers look seriously at other ways to build brand and shift product. We have been talking with likeminded practitioners in the UK, US, France, Germany and other countries for some time now about our growing industry and the need for a formal association to help viral and buzz marketing establish a credible footing within the wider marketing community.”
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