On MediaPost Cory Treffiletti comes up with an interesting idea: to use search engines tools to measure the buzz generated by advertising campaigns. The idea sounds extremely interesting, since it proposes a quick mean to measure brand awareness and intent. Basically Cory says that it will be cool to measure the buzz by getting numbers from Yahoo! and Google on how many times a brand name or any other relevant word is search in a given period of time On the forum related to the entry a lot of marketers appear to be enthusiastic about it. I share the interest for this idea but I also have some doubts concerning the actual relevance of this kind of measurement. You don’t get any information about users’ demographics, therefore you can’t be sure you actually generated the buzz in the right target audience.
On The New York Times Bob Tedeschi writes about online video ads which apparently aren’t perceived as “annoying” by Internet users. What is also interesting to note is that people usually watch the whole video ad, demonstrating an unusual patience in waiting for the commercial to load. The problem is that a lot of Web publishers aren’t yet prepared (and willing) to host such kind of promotional content. The risk to annoy consumers is still very high and they don’t want to compromise the relationship with users.
I don’t feel like blogging today. Marketing & advertising are foolish topics to talk about in such a sad day. I prefer to spare my thoughts and prayers for the victims’ of today terrorist attacks in Madrid. And I’m sure you’re doing the same.
Umbro has relaunched its web site Umbro.com with an online advertising campaign developed by Swamp. In the agency’s press release, Adrian Cory, marketing director of Umbro International, explains the revamped Umbro.com will be “more than just a football site”.
Shanks Group, a waste management company based in the UK has launched an edutainment game to explain children the advantages of recycling. The Re-Cycler game, developed by Tamar is accessible from the homepage and features a cartoon character which engages children to recycle differentiating between organic, glass and metal waste. It’s an excellent idea of branded edutainment (or branded edugames). I believe more companies, especially the ones interested in the promotion of ethical issues, should seriously consider such initiatives to engage and teach children.
In the UK they are looking for the new Tim Henman and they are using Tim Henman himself to find talented tennis players. With a new campaign developed by Folk, the Lawn Tennis Association wants to encourage teenagers to take up tennis. As explained in the press release Folk has produced a microsite www.lta.org.uk/playtennis, to help raise awareness about the largest national sporting event in the UK which attracted last year more than 58,000 youngster. The site will feature online games, competitions, testimonials from fans and star players, downloadable screensavers, forthcoming events and e-cards inviting friends to join you.
Mastercard has launched in Italy a competition connected to the European Football Championship which will take place in Portugal next June. After a purchase with the credit card, Mastercard’s owners can enter the competition by texting an SMS with the first four digits of the card and the purchase authorization number. Entrants can win a travel to Portugal, digital cameras, and official Euro 2004 balls. It’s an interesting initiative to engage clients with the brand. Mastercard is investing pretty much in mobile marketing, looking to increase the loyalty of its customers rather than to acquire new clients. This is an attractive aspect to analyse. As in the online world, we see an evolution in the approach to the media: from acquisition and direct marketing, to branding, loyalty and CRM. Consolidation is in the air?
Sophisticated, yet attractive and interactive. These are the main characteristics of L’Ore�al latest campaign featured as case study on iMediaConnection. Campaign insights are provided by Nurun which developed the “polite” rich media used to promote the launch of Wrinkle De-Crease, the newest skincare product by L’Or�eal. Interactivity is used to engage and entertain users as well as to inform them about the product’s features.
Mini is running an online campaign targeting MSN Messenger users. On a special Italian MSN’s section users can download pictures, backgrounds and special MINI emoticons. As explained on Pubblicit� Italia the campaign is online since one month, about 25000 users have visited the website and 5.500 emoticons have been downloaded. Marco Makaus, director at Mini Italia said that the brand wanted to use a stilish tool like Messenger which allows a direct and funny communication among young users. Basically, the message is that communicating with MSN Messenger is as cool as driving a MINI. Looking at the website they have created and analysing the whole initiative I tend not to agree with MINI’s branding idea. I feel like they are missing a point, what they are offering isn’t very interesting and, from my perspective doesn’t add anything to the brand which is indeed stilish and cool (btw I wish I had one…).
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