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
Pop-ups are annoying and even non-effective but… they are still there, alive and somehow healthy. However, according to the opinion expressed today on IAR, pop-ups are their way to extinction. I particularly liked the way Paul Iaffaldano, Weather.com’s chief revenue officer expressed his opinion about pop-ups :“I believe from the very bottom of my heart that pop-us, while a very wonderfully ingenious idea, are not the most effective way to reach consumers. I think the industry will move beyond pop-ups in the next year or so.”
Let’s meet here in one year time and see what has changed. I’m not so sure pop-ups will disappear so easily.Pop-Ups Under Siege
Digital Media Communications has just released a new online buzz campaign called “Red Academy” for Virgin Mobile. The campaign features a digital film clip called ‘Friends’ that pokes fun at the Orange campaign by introducing viewers to the Virgin Mobile ‘Red Academy’ and its childlike Machiavellian character Damien who compels naive trainees to “forget phone functions and simply phone friends”. You can have a look at the Friends film on DMC’s Web site. As reported today in Mobile Youth newsletter, recently Virgin Mobile has announced that it has reached 3,000,000 customers, confirming its position as the fastest growing network ever seen in Britain.
As reported today on Le Journal du Net online advertising is growing in France. “E-pub”, as defined in French, has reached a value of 119 millions of Euros in the second term of this year, with a growth of 64% compared to the same period last year. The data come from a recent study by TNS Media Intelligence-IAB France and highlights the fact that online advertising has surpassed by three times movie advertising. Cars, travels, telecommunication providers and banks are the most active sectors in online advertising.
Create fake headlines on magazines like Maxim or Sporting News and then send them to friends. This is the idea of Heinken’s recent viral campaign lauched in the US. Have a look at it on its web site. Nice!
News from Australia… Online travel service provider Zuji has just launched a new campaign, developed by M&C Saatchi to position as “your online travel guru” throughout Australia, New Zealand, Hong Kong and Singapore. The news is reported today on B&T Marketing.
The Interactive Advertising Bureau (IAB) today announced that several IAB member companies will participate in an Acceleration Program designed to hasten the growth of the industry. This will enable the association to immediately initiate programs and projects that will further improve the value of the interactive advertising medium for advertisers and agencies. Participating companies will fund the Acceleration Program by providing pre-paid membership fees worth $5.8 million. Read on the press release on Yahoo! Biz.
Mercedes-Benz has just launched two microsites in 18 countries and 20 languages to promote two cars: Viano and Vito. Syzygy is the agency that has developed the German auto-maker new online presence and features on its Web site a press release commenting the branding campaign on the Internet. Sorry the press release is in German, I’ll do my best to translate the key points… The project has been divided in two phases. In the introduction the visitors of the Vito microsite receive a first impression from the new car and an overview of the variety of the new transporter series. Starting from September 6th, the second phase will begin with further information and interactive features. The sites offer background informations, interactive offers, animations and interviews. Furthermore users can download brochures, agree upon a test run or get in touch with a local dealer. In particular I like the idea of presenting inteviews with the people that have actually projected the car, I feel like it adds a human touch to the online experience. The Viano microsite features an emotional approach as well, in order to target different prospect groups, appealing both to individualists and families.
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