iMediaconnection features the transcript of the session of Delta Airlines case study presented at the summit last month. It should be an excellent example of winning integrated marketing strategy, developed by Starcom/IP and Modem Media. Actually the case is pretty long and exhausting. Probably the transcript takes less time to its author, but requires more time (and patience) from the reader, so I gave up reading it… Sorry, but today is Sunday, I’m taking it easy…
In December, Mattel has launched an online version of its Pictionary. Developed my the agency Flare, the advergame allowed people to make a drawing and then invite three friends to guess what it is. There was also a competition connected to the game, but I believe it’s too late to enter. The
NeoMedia Technologies has signed two important agreements to consolidate its position in the wireless marketing industry. With iCoupon, NeoMedia has expressed the intent to enter a collaborative agreement in Europe, in order to create and implement a state-of-the-art electronic couponing program. On the other side, NeoMedia said they have contracted for 12snap to engineer the European launch of PaperClick for Camera Cell Phones (details in the press release).
Today a lot of news site focus on Yahoo!’s earnings and they almost skip the fact, reported on eWeek (via Yahoo! News), that Microsoft has launched a campaign to target Linux users. The campaign, running both on and offline, is designed to give customers information about the advantages of using Windows over its open-source competitor. It’s interesting they are doing it, but I’m not sure about the results they can reach. Open-source lovers are difficult to seduce, most of all it the “gigolo” is named Microsoft.
NMA reports of a study by Bunnyfoot Universality on banners. Despite the funny name of the research company, the results are quite interesting, although they don’t say anything new: online banners build brand awareness, even if people don’t click on them.
Advergames, defined by Gartner as games that incorporate marketing content, is an emerging advertising option. On MediaPost Larry Dobrow quotes Denise Garcia, Gartner�s principal analyst, media and advertising:“With these games, advertisers can communicate with the online audience, but not in a hard or direct way. When people go online, they�re looking for content and they�re looking to be engaged. The games satisfy both of these needs.”
There’s a Gartner report coming out soon, and I really look forward to read it. It would be interestin to see if there’s any data proving advergames effectiveness in brand awareness and loyalty building.
Thanks to Steve, I’ve found out an excellent article on iMediaConnection about targeted advertising. It’s an interview with Andy Jedynak, senior vice president and general manager at WeatherBug, who explains how the website is helping advertisers with a precise and effective targeting. Through users’ registration and wit WeatherBug has developed a rich database which has been the base for building a frank relationship with consumers. What we understand from this interview is that in the online world the “ask-listen-talk-listen” is a crucial circle to build a site’s success, generating traffic and providing advertisers with satisfying results.
A new campaign aiming to demonstrate the benefits of Yell.com has been launched in the UK. As Brand Republic the creative has been developed by AKQA and features skyscrapers, standard banners and buttons which will appear on MSN, Ticketmaster and other high-traffic sites.
Poste Italiane, the National Italian Postal Service is launching a wireless advergame (with a video clip) to promote its new pre-paid credit card, which is the “son” of an online game featured on Poste.it. The game can be downloaded from an advergames portal as well. The idea of a wireless advergame sounds great also because it’s getting a lot of attention from the media with a positive echo for the branding effect.
adidas advergame advergames advertainment advertising ambient marketing australia belgium best brazil coca-cola email marketing facebook fashion france germany google heineken ikea infographic italy japan marketing mobile content mobile marketing msn nike nokia online ads online advertising online campaign online marketing print advertising rich media samsung sms spain sweden tvc twitter uk video of the day viral marketing volkswagen wieden + kennedy