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

Online ads help Ford to sell

on May 10, 2004 by Martina Comments

A new study by IAB explains that six percent of all sales of Ford’s F-150 pickup truck can be attributed to online advertising. In an article on Advertising Age, Rich Stoddart, Ford’s marketing communications manager explains the campaign’s results, describing the elements used in promoting the pickup on the Web.

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The “mobile” day after tomorrow

on May 10, 2004 by Martina Comments

I don’t like catastrophe movies. Life is already kind of hard, why should we watch a movie and face a dramatic future? This consideration takes me to the subject of this post: Indiagames and FOX L&M’s Wireless Entertainment Group have signed an agreement to take “The Day After Tomorrow” to cellular phones. So, if you want to get scared about the future of the planet, you can simply use your mobile. The wireless content includes mobile games, wallpapers, screensavers, ring tones, voice ringers, and alerts. Vishal Gondal, CEO of Indiagames said on Wireless Developer Network:

“We are delighted to have the opportunity to develop wireless content based upon this movie. We are sure that people across the world will enjoy the opportunity to experience �The Day After Tomorrow� on their mobile devices.”

Sorry, I will not sign up. But I’m eagerly waiting for the next mobile soap opera…

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Euro 2004: it’s like a SuperBowl

on May 10, 2004 by Martina Comments

In less than a month the European Football Championship will kick off in Portugal. Advertisers are getting ready for the event which can be compared to the Super Bowl as a brilliant article on The International Herald Tribune explains. Reaching a pan-European audience is difficult but an event such Euro 2004 is expected to attract millions of consumers’ eyes. Eight multinational brands have paid an estimated E20 million or more each to be “official partners” of Euro 2004, and dozen of other companies are running advertising campaigns or contests related to the event.

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Ring me back (please)

on May 9, 2004 by Martina Comments

European mobile carriers are investing a lot in ringback tones which are expected to boom this year. An article on New Media Age says UK operators have already issued guidelines to suppliers in order to receive the next “mobile gold” as soon as possible. Here in Italy I still haven’t heard about it but I’m sure we will soon catch up. The are a lot of players in the industry attracted by ringback tones, I mean, they are attracted by the revenue ringback tones are expected to generate. Music labels, in particular, are quickly discovering that mobile is the promised land that will save them from the mp3′s curse.

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Text & win with Schwarzkopf

on May 8, 2004 by Martina Comments

Schwarzkopf has launched an SMS marketing campaign in Germany, Austria and Switzerland to promote its brand and its products. The initiative will involve over 6000 hair salons where users will find questions to be answered with their mobile phone. In case of winning, the prize will be immediately awarded.

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KLM: dream & win

on May 8, 2004 by Martina Comments

KLM has just launched, for the umpteenth time, an online competition that allows people to win plane tickets. I do like the use of online competitions to get people’s attention, but I believe KLM is pushing too hard on this marketing solution. I’m becoming sick of getting email from KLM (twice a month, maybe more), telling me I can win and travel around the world for free.

SMS alerts for delayed trains

on May 8, 2004 by Martina Comments

The train you are waiting for is late? If you’re in Switzerland or in The Netherlands, you can be notified via SMS and waste no time waiting at the train station. New alert services are becoming available through Europe (you can also get timetables delivered to your phone), but it’s rather unlikely they will arrive in my country (Italy) in the near future. We are passionate about mobile communication, but we also have trains that are always late: such an alert service will be too expensive, both for users and for providers…

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Show your butt and win a car

on May 7, 2004 by Martina Comments

Daewoo and Sloggi, an unusual partnership to launch a contest to win the car with the best body. Developed by LaMarque Amsterdam, the campaign aims to reach a younger audience than the usual Matiz’ one. As Emerce (in Dutch) explains, women who want to enter the competition have to send the photograph of their buttocks. If you go to Kontest.nl you can vote for the best pictures, and get tips to improve your fitness. The best rated will win a Daewoo Matiz. To support the online competition, Daewoo will send out 3 million brochures. Note of the editor: this competition could only be hosted in The Netherlands, homeland of the Big Brother…

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Operation Enduring Freedom (from pop-ups)

on May 7, 2004 by Martina Comments

After the Rich Media Task Force, we have the Pop-up Task Force. I love (!?) Americans taking everything as a question of life or death. Why don’t we simply call it “Operation Enduring Freedom (from pop-ups)”? On MediaPost, Jim Meskauskas talks about the latest guidelines presented by the IAB to help users and the industry managing the “pop-up question”. Let’s wait and see when the Anti-Spam Task Force will be created…

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Less calories, more brand

on May 5, 2004 by Martina Comments

AdAge reports about a successful online initiative by Snapple that used behavioural targeting to increase the awareness of its brand. According to the results provided by Dynamic Logic, the campaign was a success, delivering brand awareness of 76%; brand favorability of 36%; and purchase intent of 37%. The ads run on iVillage targeting a specific audience of “calorie-conscious” women.

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