You can’t exactly say Fiat cars are as good and as nice as German cars, but you can’t deny the Italian auto-maker doesn’t pay attention to communication. Fiat tv spots are always based on excellent creative ideas and usually also quite entertaining to watch. Now Fiat has decided to take the Web seriously, introducing its upcoming Fiat Idea with a special micro-site. On www.fiatidea.com you can preview the car that will be launched in January, and join a competition to win an Xbox or, if you are very lucky (or unlucky, it depends from the point of view , a Fiat Idea. PS: The competition is open to Italians only… sorry.
Online advertising has become a serious stuff for auto-makers. They are heavily investing in the media, and apparently getting good results back. On iMediaConnection Jim Meskauskas presents an excellent state of the art analysis of past, present and future of auto-makers online advertising.
German agency Human-I has developed the new Sony’s online campaign to promote the Vaio Tv. As exaplained on eMARKET they have created pop-ups, 30″ tv spots and large banners, as well as the Vaio Tv landing page.
On MarketingWonk Tig Tillinghast reports today of a recent study by the University of Chicago business school that banner may be the most effective ad in helping retain customers. Well, once again someone saying that you can’t measure banners’ effectiveness by counting the clicks. It’s all about branding, delivering and reinforcing a message.
As Revolution Magazine reports today, Lego, the Danish toy manufacturer is running a pan-european interactive campaign to raise awareness of its Bionicle, Sports and Racers lines. The campaign is running on Fox Kids websites in the UK, Norway, Denmark, Sweden and The Netherlands, driving traffic to microsites (the English Bionicle one should be here).
More magazine has launched a viral campaign in the UK in which it offers readers the chance to download a desktop boyfriend. The only problem is that you have to dump him after two weeks… A short but intense relationship Have a look at the microsite and decide if it’s worth it…
On Yahoo! News, Carl Bialik of the WSJ talks about the healthy state of online advertising industry. According to the Interactive Advertising Bureau, second-quarter online-ad sales were $1.66 billion, up 14% from a year earlier and 1.7% from the previous quarter. The article talks also about formats, saying that paid-search ads are rising, while banners are slowing down. However it’s interesting to read the opinion on the matter of Pete Petrusky, director of new media for PricewaterhouseCoopers:“Search has grown at the expense of other formats. I don’t think that’s a long-term trend”.
I�m writing an article about RSS and I�ve been reading quite a lot on the topic to get informed. There are a lot of articles and opinions out there about the marketing potentials of RSS. You can read some enthusiastic people saying that RSS is an unspammable medium, that it can deliver the advertising message using a �pull� model, that it�s cost effective, etc� On the other side the negative voices will tell you that it�s not measurable, that RSS is just for geeks, that is not (yet) integrated in email software, etc� I would like to take a different (and additional) perspective in the discussion, not considering RSS for what they really are in their substance. I believe the main issue about RSS� marketing potentials is connected to the information overload. There are tons of softwares installed on our computers: browsers, email readers, instant messengers, p2p, toolbars, desktop alerts etc� We get messages from everywhere, either in push or pull way (and I�m just considering computer mediated communication!). At work my Internet browser is always open. If I want to see if a Web site has been updated I just click on its link from my bookmarks. I don�t have to start another software and get the information downloaded on my computer. I do have a newsaggregator installed on my Mac, but I rarely use it. Maybe because I�m kind of lazy (I admit it), maybe because there are already too many windows open on my desktop, delivering me any kind of information just one click (and 5 seconds) away. I would tend to compare this point with the one associated to e-commerce web sites. The more clicks to buy a product, the less products get sold. The more clicks to get an headline, the less headlines� So I�m not saying RSS aren�t a fascinating medium. They are extremely attractive from a marketing perspective. I�m just saying there are already tons of information out there, but a day has only 24 hours, at least mine�
On MarketingWonk I’ve posted an interview with Riccardo Polizzy Carbonelli, International Advertising Director of Tiscali, a prominent EIAA member. The discussion is focused on last week announcement by the European Internet Advertising Association (EIAA) and the Internet Advertising Bureau Europe (IAB) which introduced the first European Online Ad Formats package.
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