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…).
The IAB Spain, which represents 90 percent of the Spanish interactive sector has released a series of guidelines to protect users’ privacy online. The recommendations can be downloaded from IAB’s website.
With the launch SmartView Yahoo! is going to target the local advertising market. Thanks to the new mapping tool, it will be easier and quicker to find restaurants, movie listings and services. As Mercury News explains, there is an enormous potential market which could be worth between $20 billion and $100 billion. So let’s just wait and see what MSN will do to contrast the smart move.
Handbag.com has just launched the “Body Confidence” campaign with the aim to build traffic to the web site. The initiative, which according to Revolution, is worth �200,000, includes radio and print advertising, as well as direct marketing and online ads.
Direct mail, radio and Internet advertising, these are the tools used by airlines to push customers to their web sites. Airlines are investing a lot in online communication and as Adage reports, “some have even closed city ticket offices and reduced airport staff”. The article, by Rich Thomaselli, is great because it provides a full overview on how the airline industry is using the Web for promotion, selling and CRM.
New Media Age reports the British Red Cross has launched its first online banner campaign in order to recruit regular donors. Ads (like this) will appear, for example, on Reuters and Ebay. Also this campaign has been developed by Panlogic (read below). Wow, these guys are hot, they should definitely hire an account project manager like me
Panlogic has developed a brand awareness campaign for UK Trade & Investment to promote the support the government body can offer to businesses exporting and importing. As explained on Digital Bulletin the campaign features a viral game (Play Export Extreme), advertising and a contact centre which will use an integrated database to increase the effectiveness of offline efforts as well.
Yahoo! and Dynamic Logic have released today the results of a research that fturther demonstrate that online advertising can provide significant branding benefits to advertisers across all key branding metrics. In addition, the research illustrates that advertising on Yahoo! performed better in general in raising awareness than online advertising. Wenda Harris Millard, chief sales officer, Yahoo! comments:“Historically, the conventional wisdom in the industry is that the primary role of Internet advertising was to drive immediate action online by the consumer, whereas the branding benefits have not been as well recognized or understood as the direct marketing advantages. This research shows that online advertising provides significant brand lift across all of the key metrics, further underscoring that online advertising should be an important component of every branding campaign and can be used stand-alone or as a complement to other forms of media.”
Interesting but we need to pay attention: let’s not forget where these findings come from. It remainds me of the research commissioned by the National Butchers Associations which finds out that to be healthy you need to eat meat at least four times a week…
Pan e Cioc is the name of a new snack produced by Ferrero and promoted online with a micro-site (www.Kinderpanecioc.it) and an advertising campaign on MSN Italia (look at the screenshot in pdf). The Internet campaign targets adults between 25 and 45 years old, a segment that usually have children in school age. Ferrero’s main goal is to generate awareness of the product, and is using several rich media formats to deliver the message (for example Hockey Stick, Expanding banner and Overlayer). Dynamic Logic will measure the campaign’s results.
On iMediaconnection there’s an overview of the rich media state of the art. It touches some of the controversial points of this kind of ads (what about narrowband users?) and evaluates the importance of interactivity in online advertising, as well as the secrets behind a successful rich media campaign. Rich media ads represents only 17 percent of all online ads, but experts say the adoption isn’t slow and the recent guidelines released by the IAB will surely help this segment to grow.
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