Fallon and Optimedia have won the first Titanium Lion for ‘The Hire’, their ground-breaking online series of short films for BMW. The Titanium Lion was created this year to honour work in any category that, in the words of the organisers, “causes the industry to stop in its tracks and reconsider the way forward”. The news is reported by Jennifer Whitehead on Brand Republic.
We are getting plenty of evidence that helps us prove that online advertising works. So why then are 99% of online ads complete rubbish? This is the question asked (and answered) by Tom Bazeley of Tribal DDB yesterday on New Media Age. A creative revolution in online advertising is long overdue. To find out how and why, read on the article…
Profero, a UK digital communications agency, today announced the launch of a new UK campaign for Lufthansa. The aim of the campaign is to make the UK target audience aware that they can save by travelling with Lufthansa, and still not give up the comforts of flying with a traditional airline. It also promotes the online booking services on Lufthansa.co.uk and its benefits including a �10 discount on the fare. Media placement is concentrated on the travel sections of portals such as Ask Jeeves and Lycos, news sites and travel sites (e.g. Conde Naste Traveller and Timeout), and is aimed at creating maximum reach with the target audience. Creative (produced by Plan.net, copy by Profero) consists of banners and pop-ups as well as e-mails. On Profero’s web site you can see examples of the creative.
Lycos held auditions for the new role in London after deciding, in a blatant case of ageism, that the current Lycos dog was too old for the job. As reported on Revolution Magazine they have now picked Monte… Advertising rules are tough, even for dogs
Online, a strong brand is vital. This is the key statement by Gary Stein in his today’s column on ClickZ. I really enjoyed what he wrote since he pointed out four important and useful elements that are often forgotten or worse, underestimated, when taking a brand online.
Two upcoming summer releases, “The Hulk” and “Legally Blonde 2″ will be promoted also using wireless marketing. As IAR reports, both Universal Pictures and MGM have decided to start mobile campaigns with text-messaging sweepstakes and themed ringtones. Since “word-of-mouth” it’s a key issue in a movie promotion, the decision to start using cellular phones to get people talk about movies appears to be particularly interesting. In my opinion, the problem, again, might become the spam. Mobile phones (and mobile users) gotta be handled with care, privacy respect is not an option.
Reebok is launching “Reebok’s Whodunit?” a new multimedia campaign that will be featured on the Internet as well as on tv. As explained yesterday on IAR four NBA players will star in a crime mistery while users will partecipate to the investigation with the chance to win tickets for the All Star Game 2004. As Mickey Pant, Reebok’s chief marketing officer, said:“The ‘Whodunit’ campaign is a great way for Reebok to directly involve and engage consumers in our brand, as well as drive traffic to retailers and our Web site”.
Mobile marketing is no more a huge question mark. Some years have passed and marketer have learnt important lesson on how to use it. Mobile marketing is now being integrated into longer term marketing strategies, and I’m sure Sue Norris’s article onRevolution Magazine will prove very useful to everyone who is interested in learning more about the possibilities offered by this tool. I’m just sorry that the article’s layout is not very usable even if you print it. The only solution is to cut & paste in a Word document and then to format it.
In the Search Engine War, Google makes a move announcing AdSense, a new self-service program for publishers to serve up its contextual advertising. The opinion of Susan Wojcicki, director of products at Google is quoted by Brian Morrisey on IAR:We think that this program, can fundamentally change the economics of content creation. It will allow content creators to focus on creating the content and not on selling ads.”
If you want to learn everything on @d:tech, then go toMarketingFix: @d:tech Gossip and Photos where Jack and Rick have posted pics and comments on the event. I remember attending the event in Amsterdam a couple of years ago. It was a lot of fun, especially because I was there on account of ClickZ…
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