Online competitions are becoming a fashion. Everybody wants to have one, no matter if it doesn’t make sense for the brand or if the game (and the prize) has no connection at all with the business you’re in. The initiative of train operator First Great Western in cooperation with Hamleys (my favourite teddy bear shop) is, in my opinion, a clear example of a no brain “me too” strategy. Customers can enter a competition to win prizes from Hamleys, such as, for example, a Ferrari replica for kids. Tim Hayne, E-Commerce and Channel Marketing Manager for First Great Western says:“This is exactly the kind of promotion we love to run on the website, the Hamleys prizes are ones which our passengers will treasure and we are always looking for new ways to add value to our customer offering.”
Well, this might be the kind of competition First Great Western likes to run, but if they ask their customers, I believe the answer will be different. People travelling by train would rather like to win free train tickets or a discounted season ticket. What’s the connection between a Ferrari for kids and a train service?
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.
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