A new study by Doubleclick Germany says email marketing in Europe is growing in volume and effectiveness. In the last three months click-through rates increased to 11.3 percent. In Germany the value is 8.9 percent, in France 8.7 and in the UK about 7.4 percent. Opening rates are also growing, with 42.9 percent of opened messages.
Brandchannel features Martina Zavagno, founder and editor of Adverblog.com, talking about viral marketing: �An advertising concept, in order to work in a viral perspective, needs to add value to the user�s experience. This value can be explicated in something entertaining, in something educational or in something rewarding.� Check out the article “Are you sick of viral marketing?“. Thanks to Abe Sauer
Fashion brand French Connection is planning to use mobile marketing to support its expansion into the US. FCUK has recently launched a digital radio station and is supporting the spring/summer marketing campaign with SMS and MMS.
The SpinAwards, the online advertising assigned in The Netherlands, have been announced last week. Emerce presents the winners’ list, with Unilever celebrated as the best online advertiser in 2003. Among the others, McDonald’s “I’m lovin’it” won as best online campaign, while M&M’s Film Buddy won the best banner prize assigned by the public. All shortlisted entries can be found on SpinAwards’ website: www.spinawards.nl
160Characters reports Buongiorno Vitaminic and mobile phone retailer Teljoy are supporting a reality TV show in South Africa as part of an HIV prevention initiative. Buongiorno Vitaminic and Teljoy will donate Nokia phones, digital cameras and other gadgets as prizes for a reality television show competition to run across Lovelife�s various youth-focused media, from April to June 2004.
In Spain Siemens Mobile has launched an SMS based competition to celebrate the Father’s Day. As Marketing Directo reports, the promotion targets young users engaging them with funny questions about their fathers. How does your father call your mother (the nice nickname ? What will you do if your father finds you singing Bisbal’s latest song in the shower? To start the interactive challenge, users just have to send an SMS with the word Siemens, they will get three questions back and the possibility to win 10 Siemens SX1 and a 10 � traffic for their mobile phone. The competition for el “D�a del Padre”, developed by mobile agency Mami, has also a special web site www.siemens.es/diadelpadre, and has been supported by an integrated advertising campaign with Tv, press and radio ads as well as some e-mail marketing.
“Lap of Honour” is a new race advergame created by Panlogic to promote The Daily Telegraph Formula 1 coverage. The game also encourages users to challenge friends through the Pro Fantasy Formula 1 site, aiming at generating a viral effect.
Danone has launched an interactive campaign to target young French “Danettophiles”. As Boursier reports, “Plan�te Danette” aims to build a modern brand image on the Internet, getting 25 to 35 years old people to know Danone’s products. With the tagline “Les plaisirs qui connectent”, since last February the website planetdanette.com has already attracted more 300.000 visitors interested in joining the game “Tribu Danette” a competition which gives away more than 100.000 prizes. On Le Journal du Net, Mariane Volpellier, Danone’s manager coordinating the promotion said:“Nous souhaitions retravailler les valeurs de Danette, la convivialit� et la modernit�”
Pop singer Enrique Iglesias is currently on tour in Asia, with his “Enrique Iglesias, The Seven Tour”. In Malaysia Pepsi, the shows’ sponsor is giving away free tickets to his concerts through an SMS competition.
Emar reports KMF Online has developed a contest for chocolate brand Ritter which is giving away prizes worth 50.000 euros. Chocolate lovers can join the game by entering a 12 digits code and the indication of their favourite Ritter flavour. The web site already features advergaming content (chocology, e-cards etc…), even if it looks rather old-fashioned.
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