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.
The combination games + marketing is hot online with advergames, in the wireless world with wireless advergames, and offline, with videogames product placement. In the recent years product placement has invaded Hollywood, and now is ready to massively land on videogames. GameSpot published last week an article about marketing and games, talking to Ubisoft’s director of media and promotions, Jill Steinberg who said:“Varied, layered marketing tactics–from the Internet to contests–are the goal for many consumer-brand companies. The true success of marketing tie-ins in the near future hinges on more than just featuring the product in the game.”
As in the movies, I believe the point is to build a campaign around a game and not a game concept around a product. Advertising money has a lot of power but not necessarily this power is able to help the industry growing from a quality point of view.
Focus RH (in French) presents an extensive overview of Bunnyfoot Universality’s recent report about pop-ups. In a qualitative research the behaviour of 36 internet users has been analysed in details, offering the following results: - only in 2 percent of the cases the brand name appearing on the pop-up has been noticed - 50 percent of pop-ups have been closed before loading was completed - 35 percent of pop-ups have been completely ignored I tell you one thing, if you find a way to defeat spam, I’ll be more than happy to accept pop-ups appearing in every web site I visit…
On iMediaConnection Matt Heinz writes “It’s the Message, Stupid“, saying that rich media ads are too much focused on the creative aspects and often miss to communicate a clear advertising message. Matt says:“Rich media advertisements are by their nature more complex. Too often, that complexity leads to complicated ads.”
I think he’s right, most of the times rich media just make people click away since they don’t understand what the ad is about or even worse, what that flashy thing is doing moving around the screen.
The Internet is an important medium for vodka brands. We recently talked about Stolichnaya viral campaign, today we mention RedSquare that just launched an online game “Killer Pool” to support the sales of the drink. As Revolution reports, the advergame has been developed by Pilot Interactive, and allows up to 500 people to play the game at the same time.
Norwegian online magazine InfoSyncWorld reports the results the Telephia Mobile Teen Report, which analysed the potentials of US wireless market. Teens are particularly interested in mobile data services such as gaming, and this will be a critical driver of penetration and handset sales among teens. Mick Mullagh, president and chief executive officer of Telephia said: “Mobile teens represent a sweet spot of industry growth, and one of the ways the industry can drive adoption and ARPU within this segment is by focusing on online gaming and other high-growth entertainment applications”.
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