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.
As AdWeek reports, Wrigley’s has launched an online campaign to support the launch of its Eclipse Mints. A series of rich media ads, developed by agency Evb, are currently online targeting 18 to 44 years old people.
Cartoon Network has partnered with Vodafone to feature mobile content to Vodafone Live! customers throughout Europe. The news is reported on 3G Uk which explains that the offering will include java games, wallpapers and polyphonic ringtones featuring Cartoon Networks’ most popular characters such as Yogi (my favourite), The Flinstones, Scooby Doo, and Tom & Jerry.
Dutch bank Rabobank has launched a marketing initiative to connect with its clients through I-Mode. As Emerce (in Dutch) reports, they are currently running an “awareness” campaign to let its clients know about the I-Mode option for mobile banking. Online advertising and direct mailing support the effort in order to reach Rabobank’s goal: 90.000 clients using I-Mode by the end of the year. Good luck
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.
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