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…
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…
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.
“Thirst Out” is Sprite’s under-the-cap promotion which started last Saturday. As explained in the press release, the soft drink brand will offer 52 million prizes in a campaign that will last eight months. Partners is the initiative are Blockbuster and Musicmatch which will provide prizes including mobile phone ringtones, movies and videogames and free music downloads.
A couple of months ago, IAB issued the guidelines for rich media formats developed by the “Rich Media Task Force”. Now IAB has called for a feedback from the industry, asking marketers, agencies and publishers to fill in a form and share their opinions. To learn more about the initiative, go on MediaPost.
I was impressed by a sentence I read on The Age: “the mobile phone’s most humble application – SMS, or Short Message Service – has finally attracted the attention of big business”. I wasn’t surprised by the content itself but rather by the use of the adjective “humble” to define SMS. If you think about it, it’s true. SMS is just about 160 characters of text, something that isn’t complex at all if compared to MMS, mobile video, mobile games or whatever else you want to name. A part from this initial consideration, the article is interesting, because it talks the potentials of wireless marketing in Australia.
Cars.com is about to launch a massive multi-channel campaign to promote its brand. Efforts will include Tv advertising and local promotions through newspapers. Of course, there will also be an integrated online marketing campaign to deliver the message to the Internet audience. As explained in the press release the creative, developed by Tribal DDB will run on sites like Espn.com and Discovery.com. Specific keywords will also be bought on search engines,
In the United States, Major League Baseball’s Oakland Athletics has launched an in-stadium mobile messaging application that allows fans to text vote and participate in live interactive contests during the A’s three-game series against the Anaheim Angels. With the technology provided by NetInformer, During the games fans can use their mobile phones to answer trivia questions appearing on the mega screen. As explained in the press release, everyone who partecipates will receive a mobile coupon for a discount on their next ticket purchase, and a lucky fan will win four free tickets.
Chrysler is running a massive advertising campaign to promote a range of nine vehicles launched this year. Tonight Yahoo! was literally “invaded” by banners promoting Dodge and its Hemi feature. As explained by Cnn Money earlier this month, Chrysler wants to create awareness of the “Premiere Days” events. The Internet is, of course, part of the effort with dedicated web site and online advertising.
Do you remember the “Drink a Pepsi, win a song campaign?” (if you don’t just follow the link Well, according to Apple that partnered to the initiative with iTunes, redemption rates were low, and althought the campaign was offering 100 million songs, only 5 million were actually downloaded. MacWorld tells more about, also quoting a disappointed Apple official.
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