Ford has launched a mobile marketing campaign in the UK to promote its car �KA�: this month they will be sending postcards to consumers with a unique SMS codes on them. As Revolution Magazine explains, The code will be the key to enter a competition and win a shopping week-end in New York or a few shopping vouchers to spend at French Connection.
This title stands out on the entry page of a microsite launched by Smirnoff to support a viral email campaign recently launched in the UK. On the microsite users can create their own movie trailers, engaging friends and making them laugh. A very nice and funny idea that will probably help Smirnoff collecting quite a few new email addresses to target next campaigns. PS: If you want to build your movie trailer too, you need to cheat the entry page, by saying that you live in England and, of course, you’re older than 18
… it’s doing it faster and faster. iMediaConnection presents today the results of DoubleClick�s Third Quarter Ad Serving Trend Report. Rich media usage continues to grow faster each quarter and larger, newer ads are replacing smaller, traditional ad sizes.
Digital Agency MagneticNorth has created a new online competition Kellog’s account. As Revolution explains, there’s a Tv campaign that drives users to a microsite where they can enter a competition to describe the cereal’s taste by creating a sound and image montage reflecting tastes, textures, sounds and pictures from the TV ad, within a New York-themed interface. Prizes include a trip to New York, a European weekend anda deluxe health spa weekend. Very nice idea, full of sounds effects and flashy images. But, in my opinion, the overall experience results rather confusing.
The “Internet Marketing Tip of the Week” on WebAdvantage.net consists in an interesting article about “localized search”. Last month both Google and Overture released beta test versions of their geographic search solutions, and the column by Hollis Thomases is very useful to understand how localized search could help your business.
Last week Google knocked out another competitor by acquiring Sprinks online advertising network. On CNET News.com Stefanie Olsen analyses Google’s present and future business strategies. Content-targeting ads still need to be improved: according to Forrester Research, response rates to content-targeted ads are about one-fifth that of search-related ads.
On Red Herring the story of Ask Jeeves, the search engine once given up for dead, that is now actually doing well. I especially liked this quote that gives you an idea of how Ask Jeeves business is important in the in the highly competitive search market.“The resurrection of Ask Jeeves is a microcosm of how the search business has changed during the past three years.”
Mobliss has brought two-way wireless text messaging to Cokemusic.com’s Fall 2003 under-the-cap “Decibel Central” promotion. As explained in the press release, Mobliss new technology allows Coca-Cola consumers in the U.S. to redeem cap codes from 20-oz. bottles via Short Message Service (SMS) enabled mobile phones. Participants can enter cap codes using their mobile phones to accrue points, or ‘Decibels,’ in their Decibel Central account on Cokemusic.com entering for chances to win one of thousands of prizes. Rouben Haroutoonian, Vice President of Sales and Client Services for Mobliss says:“This innovation allows the consumer to communicate instantaneously with the brand directly from the point of sale. While drinking their Cokes, consumers can immediately participate in the program by redeeming cap codes on-the-go via their mobile phones, with no need to save bottle-caps.”
Sweepstakes are a primary motivating factor in getting consumers to sign up for email marketing campaigns. A recent study by eMarketer, reported today on Center for Media Research says also that the main factor which drives consumers away from email marketing is the excessive frequency of messages.
Car rental companies are shifting more ad budget to Web. For example, Thrifty Car Rental, invested about 25% of its advertising budget online, since the regard the Web as an efficient medium. AdAge analyses in depth the car rental market situation providing numbers and opinions.
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