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…).
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…
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