Until June 13th Klm, the Dutch airliner, runs on its Web sites the game Scratch & Win. In order to write an article for MyTech.it (published today) I’ve asked the company a couple of questions on the advergame. These are the answers I received from Youssef Eddini, Head of Staff & Press Commercial. Do you run the campaign world-wide? The game is live in 38 countries world-wide. How many tickets are you giving away? In each country participants can win tickets to various European destinations. Which is the agency that created the campaign? Avance Interactive B.V. A company based in Hilversum, the Netherlands. How many people have been playing the game since its lauch? And how many do you expect will be playing it in the future? Several 10.000′s of people worlwide. We see that especially in Italy and Germany people are very interested to play online games. What is the goal KLM wants to reach with this campaign? Is it branding? Online tickets sales? Both? We’d like to offer our visitors to the website and the subscribers to our newsletter interactive entertainment on a regular basis plus a chance to win interesting prizes. I’ve seen that KLM has often used online campaigns to promote its brand. What’s the company’s attitude towards online advertising? Online advertising is used as a regular part of our total communications mix and is present in almost all of our campaigns. Do you believe it’s an effective way to connect with customers? The effectiveness of online advertising differs per objective and target group of course. With KLM’s current drive to increase the number of online transactions dramatically, the online audience has a higher likelihood of actually using our online products and services. Coverage within that online target group is therefore very important to us. In particular, do you trust advergames and advertainment to help you reaching your marketing goals? Advergames and advertainment support the attractiveness of your site. As long as the entertainment offered on the site bears relevance to the product offering, we do believe it support actual conversion to sales. And you, what are you waiting for? Scratch & Win
Richard Linnett reported yesterday on AdAge that ESPN is reporting some success in selling its broadband streaming video feature ESPN Motion. Lexus, Gatorade, Universal Pictures and Warner Brothers have already decided to buy an ad space on the product.
WebSideStory today announced the launch of new conversion analytics capabilities that make it even easier for businesses to streamline navigation, eliminate roadblocks and increase conversions. The new Hitbox allows marketer to draw a precise picture of how visitors are navigating through a site, providing them with relevant information to better target their promotional messages. To learn more, you can read the Press Release on the Company’s Web site.
A special report from the Search Engine Strategies conference in Boston by Shari Thurow is published today on SearchEngineWatch: The Future of Search Engine Marketing.
The Web search company is profitable since December, has signed a deal with Google and it’s ready to have a primary position in the search-based advertising market. AskJeeves has benefited from the momentum in the industry, a form of online advertising that proves to be very effective. The analysis of Ask Jeeves’ future is written today by Steve Tanner on Biz Ink.
Tobi Elkin writes today on Adage an interesting feature on music promotions on the Web. Online exposure it’s crucial for artists and album promotion. It’s somehow a weird news to read, given the fact that music labels have always been fighting the Internet’s free music download and file-sharing services. Life or death, the game is now played online.
Search engine Google is to provide context-relevant ads to Lycos’ homepage building community, Lycos Tripod, across Europe. Google said the deal will extend the reach of its syndicated paid-for links product, AdWords, to an extra 4m Web pages. Read the news on on NewMediaZero.
IDC has release a Press Release that presents the results of a recent study on the US wireless market. Although the U.S. ringtone market is small in 2003, a combination of several key trends will drive the revenue opportunity for this market to more than $1 billion by 2007.
As Brand Republic reports today, Virgin Mobile has created a new controversial viral campaign that includes “mangina” scene that was deemed too saucy for television. However the campaign can be watched online following this link. I saw it and I believe it’s a quite strong ad, if they wanted people to talk about it, I’m sure they’re gonna reach the goal.
adidas advergame advergames advertainment advertising ambient marketing australia belgium best brazil coca-cola email marketing facebook fashion france germany google heineken ikea infographic italy japan marketing mobile content mobile marketing msn nike nokia online ads online advertising online campaign online marketing print advertising rich media samsung sms spain sweden tvc twitter uk video of the day viral marketing volkswagen wieden + kennedy