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.”
Wine lovers will soon be able to receive wine review directly to their mobile phones, thanks to an agreement between Wine Spectator and Airborne Entertainment. As pretentiously explained on Wireless Developer Network the Wine Spectator Mobile Companion is the perfect resource for users struggling to make a selection at a restaurant or wine shop or needing to make an informed decision for entertaining at home.
From cable TV in Canada, to cellular phones in Australia. The Naked News infotainment service expands worldwide thanks to GoConnect, an Australian company. As explained on News.com.au, The Naked News features an all-nude cast of newsreaders, who deliver serious and light news. The service will be available to subscribers older than 18, who will pay 15 $ to watch more than 200 minutes of “naked news” through their wireless devices.
Enpocket has unveiled the finding from the latest Mobile Media Monitor, a quarterly analysis which investigates mobile usage patterns in the UK. The research shows that the number of mobile phone owners using 3G services has surged by 250% over the past six months, an interesting trend considering that a number of major carriers are currently rolling out consumer 3G services across Europe. In particular it’s interesting to note the different approach towards mobile services between genders. Males prefer games downloading, while females have a passion for ringtones. Ringtones are the most mature content area in the UK, with almost one in five or 5.9 million mobile users downloading a mono ringtone in the previous 3 months.
Spanish experts are working on a system that will allow people to quit smoking with the help of their mobile phone. The service (which will cost 90 euros) will provide subscribers with helpful information via SMS to win the anxiety derived from abstinence. Will this work?
Employees of ING Bank surfing the web will be exposed to highly targeted banners from the company the work for. Dutch web site Marketing Online reports that ING Bank is currently running an online internal branding campaign which aims to reinforce the new brand positioning. Advertising spaces have been bought on Mns and Lycos, banners and skyscrapers will be served with an IP targeting technique.
Recent anti-spam regulations will help email marketing’s rebirth. On Destination CRM they try to be positive about email marketing’s future, but I don’t feel like they are very convincing. The industry is actually making a few steps further but our mailboxes are still full of spam. As Mike Adams says “spam could vanish almost overnight, but the timetable on this scenario is uncertain”.
Nike has been running a three months campaign on Lycos Spain to promote its 3d soccer game on www.nikefootball.com. They took advantage of a new rich media format, the “widebanner” (728×90 pixels), which is particularly effective for branding, but has proven valuable also to build traffic to the dedicated web site. Read more on Lycos Espa�a.
In France Mc Donald’s has launched a “McVip” a mobile marketing initiative to inform customers via sms about ongoing promotions in their favourite restaurants. As explained on Le Journal du Net (in French) the campaign’s objective is to create loyalty in Paris’ young customers (15-24 years old)
British Telecom is hoping to spread the viral buzz with its latest campaign: wheredidthetimego? There is a gloomy microsite, developed by Agency.com, which aims to make people understand how much time they waste browsing the internet with a slow connection. The site let allows visitors to calculate how much time they’ve spent doing the most common things of a daily routine, like sleeping, “making waves” and working. The message is clear: “don’t waste another minute: get broadband from BT”.
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