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).
The Mobile Entertainment Forum has announced that next March it will launch in the UK the first official ringtone chart which will be compiled by KPMG. Mobile music is becoming more and more important and the ringtone chart is surely a strong sign of an industry gaining independence and relevance. There’s a massive public interested in ringtones, presenting new revenue opportunities in mobile entertainment. In the press release that explains the initiative, it’s interesting to read the opinion of KPMG�s Calum Chace who says:“The Ringtones Chart will provide a benchmark for the industry as consumers deepen their love affair with mobile ringtones. As this chart evolves, it will track the convergence of fashion, fads and phones and it will highlight the commercial opportunity for the mobile music industry as more music is consumed in the form of ringtones.”
Yahoo! Italia has launched a special section dedicated to Valentine’s Day. “The love experience” features jokes via sms, MMS, love songs, recipes for a romantic dinner, as well as the possibility for users to tell their love stories online. Valentine’s Day it’s a business, it has lost its spontaneity. And this is rather sad or, simply, uninteresting.
Hewlett Packard today launched its new advertising campaign to date targeting enterprise customers under the banner of “change +hp.” As explained in the press release the campaign will run through multiple channels, with a 16-page insert appearing in today’s Wall Street Journal and New York Times, as well as online advertising, television and outdoor. All the creative can be found on HP website. If you want to know more about HP advertising and marketing initiatives, you can also read an article by Meg Carter on The Guardian, which analyses “Hype” a sponsorship for online artists or, as HP defines it “platform for the designers of tomorrow”. The gallery is also available online, but it’s not clear what is exactly…
The SuperBowl wasn’t just about advertising crap, at least one brand managed to do a good job with the event. I’m talking about Mitsubishi, that presented a tv commercial with pathos and… no end. To see what was going to happen, spectators had to go online on SeeWhatHappens.com and watch the end of the spot. A cool marketing idea, detailed in an article on AdAge which says that during the next 28 hours more than 170,000 unique visitors flocked to the special Web site to follow the final half of the demolition derby-like saga.
�Portraits� the new Monster’s campaign is now online with a series of rich media ads. Among he the websites presenting the ads there are Weather.com, About and Lycos, which features a special job section in partnership with Monster.
I’ve received my first Valentine’s card from “a secret blog reader” or, better, I should say from “a smart marketer” (with a viral attitude . There isn’t much romance in the card, but it’s certainly able to get a woman’s attention and, most of all, to kickstart a word of mouth effect. There is an (almost) naked butt with a tattoo saying “Panlogic loves Adverblog”. If you go to www.lovetattoo.co.uk you can get yourself a Valentine’s butt too. The initiative is branded Last Minute, while the creative has been developed by Panlogic.
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