Disney has signed an agreement with Lycos to promote the movie “Pirates of the Caribbean” through Europe (which in Italy becomes “The curse of the first moon”, boh!). Nine countries will be involved in the campaign that will take advantage of a special web site in nine languages. Disney is trying to take advantage of the very well established Lycos communities. Users might play the characters online by challenging other people throughout Europe in the Fight Club (that will be hosted on Lycos web site). There will also be a chat room and a competition to win the movie gadgets.
There’s a new and promising technology for digital ads tracking out there but… it will take a lot of time before it will be accepted and adopted by the industry. CNET News reports today, also explaining how the technology works. Basically, each ad has a 12-digit unique identifier that’s used to track it from creation to distribution. The identifier also allows to link this data to demographic information on people to whom the ads have been delivered.
MediaPost presents the case study of Wyndham Hotels online advertising campaign using Pointroll technology. Through its PointRoll campaign, Wyndham is averaging nearly five reservations, 10 room nights, and more than $1,600 in revenue per day. The key is in delivering narrow messages to the users after presenting them with a broad brand message. Excellent results given the tight budget they had to invest in this campaign.
On iMediaConnection Dawn Anfuso presents an interview with Marc Fireman, Director of Interactive Marketing at Reebok. They talk about Reebok’s online campaigns, in particular of Whodunit? and Terry Tate. Fireman also gives his opinion about rich media, online communication and the lessons Reebok has learned from its online efforts. Very interesting.
USAToday.com has launched a new program to help its advertisers to target different readers segments online. AdWeek reports, saying that Tacoda Systems’ Audience Management System will be used to create Web users profiles and therefore target them with the most appropriate ads.
New Media Age reports that “the trend” among media buyers to divert more spend to smaller Web sites and away from major portals has spun into reverse, according to sources in the online ad industry. IAB has recently released figures concerning 2002, but I believe that, considering the AdSense program launched this year by Google, 2003 might prove different (and better).
Email marketing is just as effective in targeting a business market as a consumer one, but there are some crucial differences. There’s a long long article on Revolution Magazine of this month to explain them. Briefly, one of the main problems it’s the lack of data (I experience it with the Company I work for as well), while segmentation and precise targeting is the key to success.
Vodafone Australia has launched a new marketing and advertising campaign to focus attention away from mobile phone handsets to the actual Vodafone sim card. B&T reports today about the new “Red Sim” campaign, designed to help the consumer better understand the Vodafone brand offering.
IAB has the answer to help you in your media planning. MediaPost explains today the new features of comScore Media Metrix’s tools which will provide estimates of overall campaign reach, frequency and GRP delivery based on user-defined campaign duration, impression goals and CPMs. Cool
“I’m tired of advertising! I’m looking for new solutions that make people laugh and amuse. Italian creativity is too narrow, it still hasn’t overcome the dichotomy limits between heaven and hell.”
This is the opinion of Renzo Rosso, Ceo and founder of Diesel Jeans, talking about his Company’s future communication.
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