Murphy�s (the beer), and Enpocket (the marketing expert) have teamed up to create an SMS text-based, cross-carrier limerick campaign that gives the public poetic licence to showcase their creative writing skills. As explained in the press release The �Take the Murphy�s Challenge� campaign will be launched to coincide with St. Patrick�s day. Donal O�Sullivan, Marketing Manager, Murphy�s said:“St. Patrick�s Day is an important period for Murphy�s in terms of business and branding. The �Take the Murphy�s Challenge� campaign will awaken the creative spirit amongst those celebrating on St. Patrick�s Day and raise interest with the public at large in the run up to 17th March”
Raise of Honor is a new Playstation game that Sony will launch with a multi-million dollar marketing campaign. The press release explains that a viral and online push will support print and TV advertising. Viral advertising will consist of “wild postings” in San Francisco, Los Angeles, and New York. Online advertising will commence in February and continue through the end of April. The ad will be run on Web sites such as atomfilms.com, ifilm.com, ign.com, gamespot.com, and maximonline.com.
Horizon.net reports the results of 8th New Media Award. The winners are: - Elephant Seven (Mercedes Benz user cars / �online�) - Mediacom (Coke Light Man 2003 / �crossmedia�) - eCircle (Unicef Video Mail / �permission�), - Jenny Fitz (7 years later / �young creation�), - Joern T�llner (your missing link / �young creation�) - Chris Burggr�ve (Marketing Director Coca-Cola / �people�).
The power of the Internet as an advertising media goes beyond the browser. The latest trends talk about “desktop” advertising, but Instant messaging promotions are doing pretty well too. The new possibilities of getting in touch with the consumer through a computer are analyzed on IAR, quoting the opinion of Andy Jedynak, senior VP and general manager of desktop app WeatherBug who says that:Internet apps are better than a Web site for targeting people. You don’t have to load from the Web. Since users go to so much trouble to download the app, there’s more loyalty, and when there’s more loyalty, advertising is more effective.
Apparently, marketers now have new tools to create surround advertising session (and don’t forget of media players!).
iMediaconnection features this week an interview with Micky Pant, Reebok’s vice president of global marketing and recently named “Interactive Marketer of the Year” by Ad Week. Mr Pant takes us in the backstage of Reebok’s latest campaigns like Terry Tate and WhoDunIt telling us how they came up with creative ideas. In particular, it’s interesting to read Pant’s opinion about funny commercials, whose branding effectiveness is often under process. After watching the Terry Tate spot during the Super Bowl, 60 percent thought the advertiser was Reebok and 30 percent thought it was McDonalds… But the most interesting part of the interview is the one in which Pant tells about how Reebok determines its media mix:“We use TV not to communicate a message but to direct traffic to the Web site and create promotions online. That creates a multiplier effect beyond reckoning.
Marketers, keep note of this!
MSN is going to ban interruptive ad formats. New Media Age reports that the ban will take immediate effect in the UK, Nordic regions and Belgium, stopping the serving of pop-ups and pop-unders through the network.
Philips has launched an online competition to promote the awareness of it MP3 player Expanium. The campaign has been developed by Buongiorno Vitaminic and targets the youth market. Until February 23rd, Italian users can join an online competition at www.expanium.vitaminic.it and win digital songs to download.
Alitalia has revamped its web site and is promoting it with a series of web-only fares. As Brand Republic explains, the site has been designed by Ehs Brann and there will also be some banner advertising promoting the offer. The curious (or sad?) thing is that I’m not aware of any similar online promotion by Alitalia in Italy (not even in the past).
The Mobile Entertainment Forum has announced that next March it will launch in the UK the first official ringtone chart which will be compiled by KPMG. Mobile music is becoming more and more important and the ringtone chart is surely a strong sign of an industry gaining independence and relevance. There’s a massive public interested in ringtones, presenting new revenue opportunities in mobile entertainment. In the press release that explains the initiative, it’s interesting to read the opinion of KPMG�s Calum Chace who says:“The Ringtones Chart will provide a benchmark for the industry as consumers deepen their love affair with mobile ringtones. As this chart evolves, it will track the convergence of fashion, fads and phones and it will highlight the commercial opportunity for the mobile music industry as more music is consumed in the form of ringtones.”
Yahoo! Italia has launched a special section dedicated to Valentine’s Day. “The love experience” features jokes via sms, MMS, love songs, recipes for a romantic dinner, as well as the possibility for users to tell their love stories online. Valentine’s Day it’s a business, it has lost its spontaneity. And this is rather sad or, simply, uninteresting.
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