AOL has launched a campaign to promote its Instant Messanger system to college students. According to Mediapost (reg. req.) online ads will also be supported by outdoor ads at 40 college campuses. This is basically a branding campaign to depict AIM as a multiple-media communications platform, encompassing VoIP, e-mail, and SMS in addition to instant messaging.
Which are the characteristics of a successful viral idea? Make it sexy and your chances of driving traffic will definitely increase. This is surely what Ebola Industries had in mind when it started working on a new campaign for Matura.it an Italian website targeting students. You can visit Sadomasoprof.com (also in English) to find out what they have created… Don’t worry there is no porn, just a few “innocent” jokes There are a video and a test-game which are nice to see for students. Then you also have forums, ringtones and a lot of other stuffs to click that take you to the Matura.it website actually lowering the overall user experience. Anyway, I’m glad to find a viral idea coming from Italy!
Viral marketing agency Asa Bailey is behind “The Irish Job” a video created to generate buzz around Lucky Charms, a General Mills brand. The video has been initially seeded to a sample of 250,000 student and 20 something in the United States. The campaign’s objective is to build awareness in the target market. Saatchi & Saatchi NY is also in the game.
Sony Ericsson is promoting its K300i with the “snap, send and shame” idea, an invitation to students to send embarrassing photos of themselves and their friends taken on their phones. Young mobile users will then be able to vote the best, or worst, pictures depending on the point of view, and win a K300i phone. The Shame Academy site will launch tomorrow and will be supported by a guerrilla marketing drive by Campus Group. The idea is nice and certainly engaging given the target audience. I wonder how they will manage the privacy issue… I’m sure students will send “very” embarrassing MMS pictures of their friends…
Atari is promoting its new videogame “7 Sins” with an advergame on Studenti.it Italy’s most visited students portal. In the game players are invited to go shopping in the Apple City to buy or steal sexy product with the aim of building their own 7 sins’ profile. Pubblicità Italia reports the game is promoted with rich media and leaderboards targeting young users (but they must be older than 18…).
How many times did you explain your father how to send an SMS? Well, with all the respect I have for my dad, I’d rather keep this information secret… It would have been better to send him to a “text message class” like the one organized in Glasgow. As BBC NEWS a bunch of Scottish mature students took part in a tutorial on the various uses of a mobile phone. The article adds that “as well as text message lessons, attendees were also taught how to download mobile pictures and ringtones”. I look forward to hear my granma’s mobile ringing with Britney Spears’ latest song…
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