Word of mouth on the Web is a powerful business tool for automakers. In an excellent interview with Mitch Lowe CEO of Jumpstart Digital Marketing, David Berkowitz presents on eMarketer a comprehensive picture of how strategic online communication is becoming for any offline business. In particular, it allows automotive companies to develop campaigns with a more specific and precise targeting than the ones diffused through TV advertising.
Radio Deejay, one of the most popular radio stations in Italy, features on its web site “Snow Game”, an advergame sponsored by the region Trentino, which allows players to win a “white” week. Users, who need to register to play, can access the game until February 15. all participants enter a draw with the chance to go skiing for free for one week.
UK based software house M-bar-go has created a mobile couponing service that allows consumer to receive unique barcodes on their cellular phones. Coupons with the special offers can then been redeemed at the retailer by scanning the barcode. Excellent idea which opens interesting possibilities to mobile marketers.
During the Christmas season, apparel manufacturer Jockey has sponsored the advergame “Make-a-flake”, an interactive snowflake maker developed by Lookandfeel (have a look at their web site, the menu presentation is simply fantastic!). As Tessa Wegert writes on ClickZ, the advergame complemented an offline direct mailing campaign, driving visitors to a microsite. Thanks to the viral effect generated by the advergame Jockey’s microsite generated more than 1 million total visits. The campaign’s success can be explained in the branding effect generated by Make-a-flake through the positive and entertaining gaming experience an its association with Jockey’s name.
According to a new report by Alexander Resources, mobile infotainment is expected to generate worldwide revenues of $7.2 billion by 2008. However, there are still significant hurdles to overcome to consolidate the market, such as pricing, improved security and privacy measures and, most of all users’ willingness and ability to pay for mobile content. I believe the latest will be the most difficult to pass over since it will require consistent investments in marketing in order to tell people about the wireless positive infotainment experience and make them perceive the value of information delivered through mobile phones.
London based interactive agency Poke has created an advergame (MakeMoneyBe Happy) and a digital advertising campaign to promote Yahoo! UK personal finance web site. The campaign also featured an offline push with ads on British newspapers and a guerrilla marketing initiative in the City.
Travelzoo, one of the largest sellers of travel advertising on the Internet, sees higher demand for online advertising in the year 2004. The company bases its view on the number and volume of insertion orders for advertising in 2004 that it received by the first week of the new year. The note has been expressed in a press release in which, Elizabeth Rose, Senior Vice President of Strategy at Travelzoo, commented:“”We are very pleased with the number and volume of insertion orders that we have already received for 2004. In 2003, travel companies hesitated about making long-term advertising commitments. The combination of economic recovery and strong competition is now creating advertising demand, and also great travel values for the consumer.”
In my opinion, it’s a little bit too early to express such a statement, anyway I appreciate such a bravery to come up with a positive and stimulating (for the advertising industry) note.
In the US 38 percent of all home Internet users now connect to the Internet via broadband. And, as a consequence, advertisers are increasing the use of rich media in their online campaigns. The data are provided by Nielsen/Netratings, in an article on Network World, which explains that in November 2003, 17% of all online advertising impressions were rich media ads, compared to only 7% in November 2002. Marc Ryan, director of analysis, Nielsen//NetRatings said:“Broadband enables both content providers and online advertisers to create more rich media based content. This rich media based content leverages the power of television as a medium and brings it to the Internet offering Internet users a �best of both worlds� experience.�
General Motors has started a $50 millions campaign to promote its brands in the US with the “Hot Button” program. The first step has been sending out a direct mail piece to 6 million consumers nationwide and will include television, print, Internet and public relations. As explained by DMNews.com on a special web address US consumers have the chance to win one of the 1,000 that GM is giving away until February 29.
“Where is my gnome?” asks in its latest campaign the veteran travel site Travelocity. As explained on IAR the $80 million campaign, launched this week, is the largest in Travelocity’s history and is aimed to regain market share and “fight” the competition of Expedia.
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