BMW is heavily investing in the online pre-launch of its new 1er. To create curiosity and build awareness in potential customers, the brand has developed a web site, named “Prinzip Freude” and an adventure advergame, Flame – The Game. An article (in German) introducing the initiative is presented on 7er.com, which explains that BMW’s idea is to start a dialogue with its prospects, addressing them as “friends” (Freunde), and engaging them with exclusive content and events.
T-Online and DMMV are about to launch an exhibition which will feature 10 years of online advertising. The news is reported by German news site W&V, which also provides the address for the exposition: www.10jahreonlinewerbung.de. They are currently shortlisting the banners in order to build up the standing. Unfortunately the web site is only in German… this is the link to submit your work or your favourite online ads of the past ten years: www.10jahreonlinewerbung.de/einreichungsformular.php
A couple of weeks ago, T-Mobile has launched The Mobile Lottery, an instant-win interactive lottery played via mobile phone. As the Company explains, each ticket costs �1 and offers multiple chances to win, with a better than one in five chance of scooping a tempting cash prize up to �1,000. Charities benefit, too, as the Mobile Lottery donates 20p from each �1 stake to 10 selected UK charities.
Littlewoods has developed an online version of the classic British football game “Spot the Ball”. As Revolution reports, players pay a fee to join the game and can win cash prizes. You can find the game on GameOn website.
Disney is launching the DVD of Finding Nemo with an innovative online campaign. Thanks to the technological support of Reporo and ValueClick, users who watch the ad can directly purchase the product with a click. To see how the ad looks like and most of all how it works I suggest you going to Reporo’s web site (than click on showcase).
Italian automaker Fiat has presented a new graphic style for all web sites in its network. Pubblicit� Italia explains that points of strength of the new line are two Flash based presentations which welcome users on the web sites. The presentation are focused on Fiat’s new cars and latest events. Fiat.it features an interesting path “Costruisci la tua Fiat” (Build up your own Fiat) that allows users to personalize their car immediately asking for an estimate and getting in touch with a car dealer to actually purchase it.
Fiat is running an online campaign to promote its Panda to 24- to 44-year-old women. As Revolution reports, Fiat has signed a sponsorship deal with Handbag.com which will include online ads, text links in the newsletter and a special branded section in the spring fashion pages (see screenshot).
The Cat in The Hat videogame will be launched on March 19th, in the meantime Vivendi Universal Games is running an sms-based competition to promote it and build curiosity. The campaign targets young people who are asked to start the mobile interaction by texting in the keyword that appears on press advert. Entrants can win a PS2 console and a bunch of videogames.
Revolver Communications and Skive Creative have developed an online viral campaign for Stolichnaya, a Vodka brand. Based on a microsite called “Stoli Brides“, which mimics the many Russian Bride online services visitors can engage in a simulated matchmaking to find the genuine Russian spouse. In the press release Martin Ballantine, Creative Director for Revolver says:“The light-hearted and humorous creative is a perfect fit for the Stoli consumers and emphasises the Russian roots of the brand – continuing its cult status as the only authentic Russian vodka”
The campaign is aimed at men aged 25-34 yrs, and is being seeded as entertaining and fun content via Skive�s online influencer network. It will also be placed on sites such as Lycos, TTR2 and a network of other viral Blogs and portals, and distributed to a relevant portion of the Maxim email database.
On New Media Age Jon Carney writes an excellent article on the lack of creativity (and excitement) in mobile marketing. The media offers incredible potentials, to develop solutions far more attractive than the text&win campaigns. It is up to mobile agency to work on creativity and go beyond this simple (yet effective at the moment) marketing tool. 3G will surely help the industry’s growth, but marketers need at first to fully understand the technology’s characteristics.
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