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

HP, Change and Hype

on February 9, 2004 by Martina Comments

Hewlett Packard today launched its new advertising campaign to date targeting enterprise customers under the banner of “change +hp.” As explained in the press release the campaign will run through multiple channels, with a 16-page insert appearing in today’s Wall Street Journal and New York Times, as well as online advertising, television and outdoor. All the creative can be found on HP website. If you want to know more about HP advertising and marketing initiatives, you can also read an article by Meg Carter on The Guardian, which analyses “Hype” a sponsorship for online artists or, as HP defines it “platform for the designers of tomorrow”. The gallery is also available online, but it’s not clear what is exactly…

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Tv + Web = Mitsubishi SuperBowl success

on February 9, 2004 by Martina Comments

The SuperBowl wasn’t just about advertising crap, at least one brand managed to do a good job with the event. I’m talking about Mitsubishi, that presented a tv commercial with pathos and… no end. To see what was going to happen, spectators had to go online on SeeWhatHappens.com and watch the end of the spot. A cool marketing idea, detailed in an article on AdAge which says that during the next 28 hours more than 170,000 unique visitors flocked to the special Web site to follow the final half of the demolition derby-like saga.

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Monster’s new campaign

on February 9, 2004 by Martina Comments

�Portraits� the new Monster’s campaign is now online with a series of rich media ads. Among he the websites presenting the ads there are Weather.com, About and Lycos, which features a special job section in partnership with Monster.

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Valentine’s Lovetattoo

on February 4, 2004 by Martina Comments

I’ve received my first Valentine’s card from “a secret blog reader” or, better, I should say from “a smart marketer” (with a viral attitude . There isn’t much romance in the card, but it’s certainly able to get a woman’s attention and, most of all, to kickstart a word of mouth effect. There is an (almost) naked butt with a tattoo saying “Panlogic loves Adverblog”. If you go to www.lovetattoo.co.uk you can get yourself a Valentine’s butt too. The initiative is branded Last Minute, while the creative has been developed by Panlogic.

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Polaroid launches Valentine’s buzz

on February 4, 2004 by Martina Comments

Digital Media Communications (DMC) is today launching Polaroid�s first online buzz marketing campaign, featuring a photo-alphabet full of suggestive and risqu� �love letters� in support of a new Valentine�s Day marketing promotion created by Euro RSCG London. Mark Farris, Polaroid Group Marketing Manager, commented:

“Polaroid has a unique attraction for Valentine�s Day and the �love letters� campaign highlights this. The online buzz marketing campaign will be key to driving awareness of the site.”

To see the promotion in action click on www.love-letter.co.uk/Bmine, it’s a sexy idea

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What’s the advertising model for RSS

on February 4, 2004 by Martina Comments

RSS is raising marketer’s expectations in finding a solution to the e-newsletter decline. I’ve already talked about ‘marketing and RSS’ a couple of months ago now, thanks to an article by Janis Mara on IAR, there’s the chance to further discuss the issue. It seems that in the US there’s a company, RSSAds, ready to launch a new online ad network. As the article’s author says tracking of content and ad viewing has always been one of RSS’s weak point, but RSSAds Ceo, Chad Williams claims that his company tracks ad views by means of a simple transparent image file. Whenever the RSS reader calls back to the server for the image, it counts as an ad impression. RSSAds are coming up with several ad serving pricing options: cost-per-click, cost-per-time-period, cost-per-insert and cost-per-thousand impressions models and pay-for-performance ads which is expected to become the most popular. It sounds interesting but also rather complicated. If it works, it’s probably a gold mine. If it doesn’t…

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Reaching consumers with desktop advertising

on February 4, 2004 by Martina Comments

The strenght of online advertising is in the ability to deliver target messages to consumers. Presenting a consumer with an advertising message right on his desktop is the new dream of online marketers, as Scott Greenberg explains on iMediaConnection. Desktop Advertising Networks are joining the online marketing mix. Web site advertising typically delivers either a large, but untargeted audience, or a targeted but small audience, while the DAN can deliver both precision targeting and mass reach. DAN can be very powerful if understood and used properly, but at the moment marketer are rather skeptic and confused. Privacy is the main issue that raises concerns but relevance, timing and frequency of such an intrusive form of advertising play a role as well.

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SMS: it’s a question of point of view

on February 3, 2004 by Martina Comments

A recent report by the Yankee Group presents a comprehensive and detailed picture of the wireless youth market in the US. As a European I’m always glad to read such kind of research to find out the difference between the two continents. However I’m also always surprised by the results which underline the fact we are living two different wireless worlds. Let’s take SMS for example. The Yankee Group says that text messaging is the most used service in the US, with 43 percent of all young adults sending/receiving at least one text message a month. In Europe this sounds almost funny, on the same kind of report you would have read: ” text messaging is the most used service, with 43 percent of all young adults sending/receiving at least one text message a day if not even a hour”.

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Drink a Pepsi, win a song

on February 2, 2004 by Martina Comments

A new campaign by Pepsi in partnership with Apple ioffers music fans the opportunity to download tracks from the iTunes site every time they get a ‘lucky’ ring pull or bottle top. As Silicon.com explains the adverts claim there are 100 million songs to be won and that one in three drinks will be lucky.

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Get ready for Microsoft vs. Silicon Valley, Round 2

on February 2, 2004 by Martina Comments

Fears that Google will be the next Microsoft victim are rising. On the IHT John Markoff says that today, nearly everyone in Silicon Valley has begun to ask: Will Google become the next Netscape? And then he presents an extensive analysis of the battlefield where Google and Microsoft might end up fighting. This is not exactly an advertising related news, but I wanted to share my concern for Google’s future.

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