Surf the Web and get a coupon for a free ice cream. That’s the idea of Boston.com and the ice cream maker Brigham’s Inc.. DMNews.com explains the campaign idea, quoting Stephanie Shore, director of marketing at Boston.com:“We were trying to develop a case study for our retail advertisers about how effective online advertising can be in driving offline activity. Brigham’s was extremely pleased with the promotion, and they saw a lot of new faces.”
Redemption rates were, in fact, pretty high: almost 10 percent of the 56,719 page views of the coupon.
Revolution Magazine reports of a new integrated marketing campaign (guerrilla style) launched by Asics to promote its 70s basketball shoe “Fabre”. The idea has been developed by the Dutch Agency BlueberryFrog and features the “Afro Octopus” Fastbreak Olly, as main character in an online slam dunk advergame. The best player will win a pair of the shoes… A “must” for a basketball fan (and player) like me
Advertisers plan to put significantly more money into rich and streaming media in the next year, BUT… they are concerned about ROI and high costs. IAR reports the results of a recent survey by Jupiter Research on rich and streaming media. Rich media will account 11% of online ad spending in 2004, while streaming media will growth up to 4%. In 2005, rich media will represent 15 percent of online ad spending, and streaming will account for 6 percent.
Mazda goes online with a brand new viral campaign to promote Mazda 6 range of cars. Brand Republic that Mazda has created two entertaining, web-exclusive film clips that can be download and send friends. There’s also a competition to win a golfing break at St Andrews. As Maria McCullough, advertising and communications manager for Mazda Motors UK, has explained:“It provides 30-something males with more ‘advertainment’ film content that embodies the essence of Mazda.”
In a press release today on Yahoo! News, British Airways has announced a new aggressive effort to attract international business travelers, through an online campaign developed by iTraffic. The online campaign — including full-page Unicast, half-page and box advertisements — will run from September 22 through the end of the year in conjunction with print and television ads developed by British Airways’ offline agency. Amy O’Kane, Manager of Marketing Services for British Airways North America has commented:“In addition to traditional outlets, online advertising has become vital to reaching our target audience. An integrated advertising approach has allowed us to create a consistent message and brand awareness for our industry-leading Club World business class throughout all media avenues.”
In October Microsoft will launch a new interactive campaign to promote its consolle Xbox Live. MediaForum reports that Microsoft’s objective is to create an online community of players. The online campaign instead, will start in November and continue until Xmas. Cristian Versari, Xbox marketing communication manager said:“We are currently working on the interactive campaign planning. Anyway I can already say that it will be launched on web sites specialised in video games, as well as on MSN through an apposite micro-site. The campaign will also feature an online competition.”
The Financial Times has launched a new English edition in Asia, with the goal of boosting its circulation and increasing the reach across the Asia region. Brand Republic reports that the strapline used in the marketing campaign is “Independent. Inspired. Indispensable.” The Financial Times now has dedicated editions, in print and online, for the UK, continental Europe, US and Asia.
“There’s only one destination in Autumn”. And that’s Ireland, according to a new integrated campaign launched by Tourism Ireland to attract tourists to the country. Revolution Magazine reports that direct mail, email and the Web have been employed to to promote seasonal autumn packages linked to festivals taking place over the coming months.
Nestle has just launched a new snack format KitKat Kubes, and it’s using mobile marketing to promote them to 16 to 25 years old women. Revolution reports that consumers who receive the sms text will have the chance to request free samples of the product.
Volvo has launched on Msn.it a campaign to promote its new S40. MediaForum reports that the Web portal has promised Volvo to create 180.000 click through and 3.500 online registrations. The campaign will run also on the main Italian portals, using a variety of ads formats: hockeystick, skyscraper e pop-up.
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