On eMarketer David Berkowitz presents today an interview with Otherwise Creative Director Mark Rattin. Otherwise is the interactive agency responsible for Orbitz online campaigns (the pop-unders you usually see when reading the New York Times online). The interview is very interesting since it discusses many issues connected to online travel business and advertising. The full collection of Orbitz pop-unders is available online.
Zeppelin as well as pizza couriers will be used by Esso in its upcoming �On the run� mobile competition in Switzerland. Impactmedia has designed the multi channel communication strategy, and MINICK has provided the mobile applications and infrastructure. Actually is not very easy to understand what the campaign is about, even though it sounds rather interesting, since there’s also a little bit of “guerrilla” in it�In the press release Marco B�schlin, managing director of MINICK Switzerland explained: “This campaign uses fresh and aggressive means of communication, and thus the usage of mobile messaging is a must. Mobile Marketing reflects the spontaneity of the young target group.”
MediaPost reports today about the recent Ford F-150 truck online campaign. According to Nielsen/Netratings traffic from home to Ford jumped 72% to 842,000 unique visitors, thanks to the heavy advertising on MSN, Yahoo! and AOL. Masha Geller says this has been a successful campaign… Well, I do agree that traffic is important, however I believe that, in order to evaluate the results of this online effort, we should better look at other data, not mentioned in the article, such as the number of people that have signed up to receive further information on the vehicle, or have booked a driving-test.
The Italian web magazine Prima Comunicazione presents the results of a recent study by Nokia saying that more and more SME have started using mobile e-mail. In Europe, the use of mobile e-mail will grow by 35% in the next 18 months.
New Media Age reports today that “the wireless space in Ireland today is ‘nothing less than a revolution’”. Opt-in has proved to be the key to the success of mobile marketing in the Irish market place, and more and more companies are happy with the results of their wireless campaigns. By the way, Ireland has the highest per-capita texters in Europe.
Nissan goes wireless to promote the new Maxima 2004. As iMediaConnection reports today and a press release stated last week, “Nissan has launched a pioneering affinity marketing campaign for the Nissan 2004 Maxima called the “Mobile Concierge” that packages advertising for the new car with compelling entertainment content for consumers.” The campaign has been developed with AvantGo, and features branding banners that link to a 2004 Maxima microsite designed specifically for PDAs. PDA marketing sounds very strange to me, since here in Italy (and Europe) we have plenty of mobile phones but only few people, mostly managers, use palm & pocket pc. Personally I’m not even interested in having one, I don’t have such a busy life to actually feel the need of it…
On the Italian MediaForum I found today the opinion of Sarah Fay, President of Carat US, who was taking part to an international forum last week in Venice. Commenting a recent study on media usage she stated that young users (between 13 and 24 years old) represent a very important target that will determine the approach to new media communication in the next future. Therefore “we need to provide them with high quality communication”.
The latest cross-media analysis study from the Interactive Advertising Bureau says that pharmaceutical giant AstraZeneca could increase product awareness in prospects also using online advertising. AdAge talks about it saying that a mix of broadcast, magazine and online media was recommended as the most efficient and cost-effective means to promote the “purple pill” Nexium.
Revolution Magazine reports that GlaxoSmithKline is launching a web site as part of an integrated campaign to promote its Lucozade Energy drink. The idea is to explain consumers how the drink can help them by increasing their focus and concentration. The Web site idea looks good to me, a part from the rather disgusting brain graphic in the bottom left side of the page. I wonder how this drawing will encourage people to drink Lucozade…
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