It seems like automakers believe in the Internet potentials to increase brand awareness and indirectly to generate more sales. In these days I’ve found two articles talking about Ford and General Motors efforts to take advantage of the Web to regain market share. On iMediaConnection Sara Wilson talks about “All new 2003 Ford Expedition” a new campaign created to draw attention and make people interact with the brand. The campaign has been run with different ads and features on the three world’s main portals: Yahoo! Msn.com and Aol.com because, as Kristen Bergmann, Digital Media Director and Senior Partner at J. Walter Thompson explains:“We felt that we would reach most of the Internet population if we were to choose these three [portals], and they all happened to be existing partners of ours that we knew could deliver”.
On the other side we have General Motors who has just launched an online banner campaign to drive qualified traffic to the newly relaunched GMBuyPower.com. As DMNews reports, Flash-enabled banners have been developed by Zentropy Partners, with skyscrapers, horizontals and standard formats in different sizes and 120 creative executions. And Steve Woolford, executive vice president and worldwide managing director at Zentropy explains:“The beauty of this advertising is that it links up that part of the BuyPower site that most people are interested in. If someone’s not considering a GM vehicle, it’s silly to give them the tool to shop. If they’re not aware, we must make them aware. If someone’s not considering, we must make them.”
Sanalarana is the new Pfizer Web site created to refine and extend its offline brand strategy online through the development of a space devoted to the health care needs of the Hispanic community. The press release on Yahoo! explains that the Spanish language site provides educational content regarding health topics and diseases that informs and empowers members of the Hispanic community to take charge of their health.
The Interactive Advertising Bureau is seeking feedback from the interactive ad industry on its Rich Media Guidelines Version 2.0 Phase 1. There’s an online survey on IAB’s Web site. More on Adweek.
I always read with great interest articles talking about interactivity and user engagement but, this time, I’ve been rather disappointed by Jeremy Lockhorn article on ClickZ The Rules of Engagement. No new ideas, no new tips, no new opinion, just a bunch of obvious stuffs. Sorry for this “extreme” judgement, but I’m used to expect high quality content from ClickZ and this way it’s easier to get disappointed, even though I understand it’s August, it’s hot, and the climate influences our performances
A curious article today on the Independent: according to the movie industry recent flops of The Hulk, Charlie’s Angels and Gigli are due to… “sms”. “The problem, they say, is teenagers who instant message their friends with their verdict on new films – sometimes while they are still in the cinema watching – and so scuppering carefully crafted marketing campaigns designed to lure audiences out to a big movie on its opening weekend.” Well, my dear movie industry managers, if you really believe their flops are due to sms instead that to lack of quality and originality, then I have only a suggestion… Sequestrate the cell phones to people before entering the theatre!
Net imperative reports that Internet search firm Ask Jeeves has decided to drop “Jeeves” the butler from its latest US advertising campaign, prompting speculation that the company’s image is to be revamped without him. The cartoon butler will not completely disappear, but it will be somehow kept hidden in order to increase people curiosity to find out what happend to it. A strange idea, I’m not sure how much people will care of a cartoon… The new Ask.com web site has also a fresher “look & feel”, and it’s designed to compete against Google… Good luck
… by Steve Outing on Editor & Publisher. It seems like everyone is talking about contextual advertising. It’s definitely an hot trend, and it’s good to read interesting articles like the one I’m linking.
Movie marketers are taking a great advantage of the Internet. As reported today on MediaPost there’s a growing amount of traffic to movie web sites. Watching trailers is the main goal, but fans are “available” to be targeted with merchandising as well…
AdSonar is a technology presented by Quigo that will allow online publishers to deliver contextually targeted advertising that achieves greater relevancy, reach and revenue for publishers, licensees and advertisers alike. Online contextual advertising is part of the fast growing search engine marketing industry, which experienced growth of 275% in 2001 and 325% in 2002 to $927.4 million in the US, according to the Interactive Advertising Bureau. Read on the press release on Yahoo! Biz.
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