Back from a short vacation in Barcelona… Proctor & Gamble has decided to use the Web to promote its Pampers brand. The news is reported today on Revolution, saying that the campaign will run through MSN network. It will be very interesting to see the creative used to promote this product online. P&G is investing a lot in Pampers‘ online presence, as you can tell from the Web site, which offers a lot of baby related information, and it’s said to have 725,000 per month.
Babel Media has produced two localised game websites in English, French, Italian, German and Spanish, for Nintendo of Europe. As explained in the press release, Babel has produced original Flash games based on Nintendo’s characters, plus a unique Windows application that allows the user to reproduce sounds from Nintendo’s games. Nintendo’s objective is to build customers’ loyalty, strengthening the relationship online. Marko Hein, Head of Product Analysis & Online for Nintendo of Europe, said:“The creation of games websites and VIP incentives for Nintendo required an agency with a deep understanding of videogames and hands-on experience of creative execution. The long relationship with Babel Media gave us the confidence to trust a partner that understands the needs and preferences of Nintendo fans and to provide online assets of creative excellence.”
The Italian portal Libero, together with Wanadoo Group, and Web.de (German portal) have announced the agreement to create a pan-European advertising network. It will operate in Italy, Uk, Spain, Germany, The Netherlands and France, granting about 30m unique users and 2 billions page views per month. The idea behind the project is to present online advertisers with a single point of reference when planning a campaign.
The best websites and digital TV shows have been shortlisted to compete in the Interactive Bafta Award. BBC News reports that for the first time, the Baftas will be split to recognise the best DVDs and websites, with a different ceremony for games. The winners from 12 different categories will be announced on February 19. The nominees for the Bafta Interactive and Bafta Games Awards are listed online on Bafta’s web site.
Daren Siddall of GartnerG2 comments about U.K. mobile network operator O2 launch of a pioneering system for downloading music via mobile phones. According to the analyst, there are three factors restricting O2 Music to a niche market: cost per song, convenience and lack of added value.
R/GA, the interactive agency that works for Purina (a pet food producer), has created a tv spot to promote its new Web site for pet owners. As explained on AdWeek, this is the first time that R/GA produces a tv spot since 1999. For Nestle Purina, it has created Web sites for Nestle Purina brands including Cat Chow, Purina One and Tidy Cats.
German research firm Soreon has recently release the report “From SMS to Video: Growing Mobile Data Applications” dedicated to the wireless market in Germany. As explained in the press release by Steffen Binder, research director at Soreon:“While SMS and ring tones have been around for years as Cash-Cows for network operators rapid growth of GPRS-services (E-Mail, MMS) and premium applications like chat, sports and adult content over the last 12 months gave an extra boost to the data revenue growth.”
SMS, ring tones and similar services will generate this year more than 3.7 bn � in Germany.
A new fashion is coming to Europe: the ringback tone. The service, that has been very popular in South Korea, could be available by mid-2004. As Bbc News reports, the service lets you choose what the person calling you hears when phoning. A new interesting business is born…
McDonald’s Italia will launch next week a series of promotion connected to the movie “Finding Nemo”. Buying a McMenu and a soft drink, customers will be able to scratch the glass and find a code. The code has to be texted to a McD number, if it’s a winning one, than entrant will receive a prize, a Nokia 3200 phone. As explains Pubblicit�Italia there will also be a competition for kids to win Finding Nemo characters toys.
After successful tests with a small group of advertisers, the IAB determined that the new larger ad sizes enhanced impact and response and facilitated more attractive creatives. This is stated in a press release by Real Media Europe, a division of 24/7 Real Media, dispatched through Yahoo! News. But is it really like this, I mean, the bigger the better? I’m not so sure. Sometimes I feel like the IAB provides the industry with guidelines and suggestions that don’t really fit in the reality, but just the big portals’ needs. Online advertising is not only about size, it’s about context, relevance, timing and quality of the content. Let’s try not to forget it.
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