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

SMS: humble but powerful

on May 3, 2004 by Martina Comments

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.

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Cars.com reinforcing its brand

on May 3, 2004 by Martina Comments

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,

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Baseball and wireless entertainment

on May 1, 2004 by Martina Comments

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.

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Chrysler’s Premiere Days

on April 30, 2004 by Martina Comments

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.

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Apple and Pepsi disappointed

on April 30, 2004 by Martina Comments

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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Use your thumbs to donate

on April 30, 2004 by Martina Comments

160Characters reports of an interesting initiative, “Muscles for Muscles Week”, to support fund raising to the Muscular Dystrophy Association through SMS. Using Esendex SMS technology, donations can be made to the Muscular Dystrophy Campaign by texting the word

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Cepsa presents new web image

on April 30, 2004 by Martina Comments

Spanish interactive agency Masmadera has created a new online image for Cepsa, the petroluem company. As explained in a press release on Marketing Directo they have paied particular attention to the navigation structure, in order to provide an easier access to the secondary content pages. On Cepsa.es you can see the results of their job done taking advantage of Flash and Xhtml.

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Harris Interactive awarded for “Starting a Family”

on April 29, 2004 by Martina Comments

Harris Interactive has been assigned with a David Ogilvy Award for its innovative use of research in advertising. Harris Interactive has helped Volvo with its campaign “Starting a Family” specifically targeted to gay, lesbian, bisexual and transgender consumers. Further details about the research are explained in the press release, where Judith Ricker, Senior Vice President for Marketing Communications Research at Harris Interactive explains:

“Empirical data on the demographic characteristics and consumer behavior of the GLBT population historically has been scarce and subject to a great deal of qualification. Our application of Internet-based research methods, using our online panel of more than 23,000 GLBT adults nationwide, has significantly enhanced the quality and reliability of data available about GLBT consumers-a segment estimated to be 15 million in size with a buying power of $485 billion.”

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Avoid the “mobile rage”

on April 29, 2004 by Martina Comments

Thanks to Sean, I’ve found out of a new campaign developed by NetX for Orange Australia. You can check it out here: basically it’s a guide to teach users the “mobile etiquette” and help them to avoid becoming the victim of a “mobile rage”. Three Flash videos show how people can react to mobile abuses… It’s “a modern guide to mobile safety”… I think I’ll send the link to my collegues at the office…

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Nike promotes “Panna” with MMS

on April 29, 2004 by Martina Comments

Nike is using MMS to promte its event series “Panna K.O.” in Germany. As Wuv explains, Nike has decided to take advantage of mobile marketing in order to reach a specific target group: teenagers passionate about football. The campaing, developed by German agency Yoc aims to increase awareness of the Panna event and football tournament which will travel around the country in May.

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