As reported today on Revolution Magazine, Levi’s Europe has upgraded its website with games, new products and even an ‘image-mangling’ engine to promote the brand’s Teenage Kicks line and its new autumn product range. In Levi’s mind the goal of the Web site is to appeal and to retain the brand’s core target audience, 15- to 24-year-old girls and guys. The Web site is available in English, German, French, Spanish and Italian. I like the graphics, but I’ve found navigation rather confusing.
141XM has launched a new Web site promoting Visa International’s sponsorship of Paralympic Summer Games next year in Athens. The Web site is highly accessible and, for example, contents can be synthesized and read aloud by special Web browsers for the blind. Read more on AdWeek.
I loved Susan Solomon approach to Web site development today on ClickZ. The “ghost” of Web site conformity is closer than you think… Actually I’m facing the opposite problem right now, trying to write down a concept for the new Web site of the Company I work for. Here they don’t want to conform, they want to stand out of the crowd, but… they have an out of fashion marketing approach, too much product oriented! So I believe doesn’t make a big difference if you have an innovative approach to your web site communication but you lack of the right marketing basis
Consumer packaged foods have found the recipe for a successful life on the Web. Bob Tedeschi reports on New York Tiems (free reg.) about the online branding efforts of Unilever, Kraft and Procter & Gamble.
In the UK Profero has recently produced a series of viral clips for the Home Office and COI Communications (Don’t give them an easy ride. Crime, let’s bring it down� campaign). he three clips were written by Profero and revolve around an opportunistic robber in a underground car park who spots a �target� vehicle and is confronted with various scenarios when he attempts to perpetrate a crime. Have a look at them online, they’re really nice and funny: www.secretcctv.co.uk.
How much money should you invest in online advertising? Mark Redetzke provides an answer today on ClickZ. Well, he doesn’t give you any exact number, but he provides you with important inputs to evaluate our strategy and come up with a budget decision and information, you know means money.
Increase the awareness of Visa’s sponsorship of Nascar. This the main goal of Visa’s online promotion to build a relationship with a loyal and high affinity audience. On iMediaConnection you can find campaign insights from the latest Visa’s year-long branding program.
Content-based advertising is still in its infancy but everybody is already talking about it as the future of search engine advertising. On E-CommerceTimes yesterday, Robyn Weisman reports on contextual advertising, quoting analysts from IDC and GartnerG2.
Jose Cuervo, the tequila maker, wants to drive grassroots awareness of its brand, therefore has decided to run an online campaign in the US to switch Labor Day from the first Monday in September to whatever is the official last day of summer. The news is reported on DMNews today by Mickey Alam Khan who explains that the campaign includes banners, e-mail and the Web site at www.cuervonation.com. Jose Cuervo basically wants people to sign up for an online petition to delay summer’s end, later they will send the petition to the US Congress. Sam Chadha, global integrated marketing manager at Jose Cuervo International in New York. says: “For us, it’s getting close to our customers and learning more about them, and CuervoNation is the platform for the brand. The actual promotion mechanics encourage consumers to contact likeminded people to gather as many names as possible”.
Apparently it’s a smart marketing idea to collect names and demographics from online users. Personally I like the fact of using the “Endless Summer” concept, but I believe that such an official looking petition is exaggerated, making the campaign rather dumb. To see some of Cuervo’s banners exposed online, click here, and here.
McDonald�s �Cool Train� developed by Tribal DDB Sidney has won two awards at Mobile Marketing Association Awards held last month in Sydney. Tribal DDB won the major award for �Best Use with Radio� and won the Highly Commended award in the overall �Best Integrated� category. As explained on the agency
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