Levi’s brand continues to evolve on the Web. On February 18th the spring web site, designed by Lateral, will be launched, with a new section dedicated to the new Levi’s� 501� Jeans with Anti-Fit campaign which works in conjunction with the offline campaign components (TV, print, OOH, cinema, and retail/instore). Within this section, a great example of through-the-line integration, is Levi’s� vmx: This video mixer allows users to create and send fridge magnet style messages using the actors from the campaign – a fun way to encourage consumer interaction being fairly passive in terms of branding; with the added benefit of recruiting for further communications programs (check it out here). Jon Bains, Chairman of Lateral said:“We wanted to build a site that would act as a platform for not only improving brand interest but also a highly interactive communications vehicle that would allow Levi’s� Europe to build and develop relationships with its users.”
To learn more about Levi’s online strategies, you can also read a recent interview I did with Helene Venge, Digital Marketing Manager for Levi’s� Europe.
The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) today announced that online advertising revenue in the United States for Q4 2003 totaled an estimated $2.2 billion, with revenues for the year 2003 are estimated at $7.2 billion. Greg Stuart, President & CEO of the Interactive Advertising Bureau, quoted in the press release, declared:“I’m not at all surprised at these revenue numbers. Our medium is such that we should expect this positive performance. Based on sound business principles the industry has grown up and become a great competitive advantage for those marketers who have been paying attention. Not exactly a secret weapon any longer, our medium continues to lead where others have fallen off, and smart marketers know it, and are shifting dollars and gaining share.”
Murphy�s (the beer), and Enpocket (the marketing expert) have teamed up to create an SMS text-based, cross-carrier limerick campaign that gives the public poetic licence to showcase their creative writing skills. As explained in the press release The �Take the Murphy�s Challenge� campaign will be launched to coincide with St. Patrick�s day. Donal O�Sullivan, Marketing Manager, Murphy�s said:“St. Patrick�s Day is an important period for Murphy�s in terms of business and branding. The �Take the Murphy�s Challenge� campaign will awaken the creative spirit amongst those celebrating on St. Patrick�s Day and raise interest with the public at large in the run up to 17th March”
Raise of Honor is a new Playstation game that Sony will launch with a multi-million dollar marketing campaign. The press release explains that a viral and online push will support print and TV advertising. Viral advertising will consist of “wild postings” in San Francisco, Los Angeles, and New York. Online advertising will commence in February and continue through the end of April. The ad will be run on Web sites such as atomfilms.com, ifilm.com, ign.com, gamespot.com, and maximonline.com.
Horizon.net reports the results of 8th New Media Award. The winners are: - Elephant Seven (Mercedes Benz user cars / �online�) - Mediacom (Coke Light Man 2003 / �crossmedia�) - eCircle (Unicef Video Mail / �permission�), - Jenny Fitz (7 years later / �young creation�), - Joern T�llner (your missing link / �young creation�) - Chris Burggr�ve (Marketing Director Coca-Cola / �people�).
The power of the Internet as an advertising media goes beyond the browser. The latest trends talk about “desktop” advertising, but Instant messaging promotions are doing pretty well too. The new possibilities of getting in touch with the consumer through a computer are analyzed on IAR, quoting the opinion of Andy Jedynak, senior VP and general manager of desktop app WeatherBug who says that:Internet apps are better than a Web site for targeting people. You don’t have to load from the Web. Since users go to so much trouble to download the app, there’s more loyalty, and when there’s more loyalty, advertising is more effective.
Apparently, marketers now have new tools to create surround advertising session (and don’t forget of media players!).
iMediaconnection features this week an interview with Micky Pant, Reebok’s vice president of global marketing and recently named “Interactive Marketer of the Year” by Ad Week. Mr Pant takes us in the backstage of Reebok’s latest campaigns like Terry Tate and WhoDunIt telling us how they came up with creative ideas. In particular, it’s interesting to read Pant’s opinion about funny commercials, whose branding effectiveness is often under process. After watching the Terry Tate spot during the Super Bowl, 60 percent thought the advertiser was Reebok and 30 percent thought it was McDonalds… But the most interesting part of the interview is the one in which Pant tells about how Reebok determines its media mix:“We use TV not to communicate a message but to direct traffic to the Web site and create promotions online. That creates a multiplier effect beyond reckoning.
Marketers, keep note of this!
MSN is going to ban interruptive ad formats. New Media Age reports that the ban will take immediate effect in the UK, Nordic regions and Belgium, stopping the serving of pop-ups and pop-unders through the network.
Philips has launched an online competition to promote the awareness of it MP3 player Expanium. The campaign has been developed by Buongiorno Vitaminic and targets the youth market. Until February 23rd, Italian users can join an online competition at www.expanium.vitaminic.it and win digital songs to download.
Alitalia has revamped its web site and is promoting it with a series of web-only fares. As Brand Republic explains, the site has been designed by Ehs Brann and there will also be some banner advertising promoting the offer. The curious (or sad?) thing is that I’m not aware of any similar online promotion by Alitalia in Italy (not even in the past).
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