Freestyle Interactive has launched Maddenoliday, an advertainment website as teaser for the upcoming release of the videogame Madden NFL 2007. The concept is extremely original, as it’s inspired to the Christmas period and the Advent calendar. Maddenoliday is definitely very sticky and it creates an amusing experience also for those who are not interested in the game. The site doesn’t tell much about the game (but for this there is the official website), but it’s full of goodies you wouldn’t expect to find on a site for a football videogame. So congrats for the creative idea!
Belga, Belgian Press Agency is online with a curious campaign to understand what’s people’s idea of Belgium. On Piclala.be visitors are invited to submit their photos interpreting the Belgium concept. The top ten pictures will win one night (only one???) stay in a Belgian hotel. It’s definitely an attempt to take advantage of user generated content to create some buzz around Belga’s service but they didn’t put much effort in it. [via Marketingfacts.nl]
In France Nike is online with a micro-site to promote its Air Max shoes. It is features four excellent (viral?) videos created by Olivier Megaton (a friend of Luc Besson) and an online competition which allows people to win the shoes by spamming referring ten friends. The videos are quite funny and extremely well done, the graphics is good and the overall concept is appealing and original but in the end, the site leaves you kind of disappointed because the game idea is very poor, definitely not in Nike style. [via Marketing Alternatif]
My friends at LaComunidad are behind the MTV’s Kabuki Battle, an advertainment website (in english) recently launched by the music network in the Netherlands and Belgium. On the website you can meet Foolio (?) and a series of curious characters fighting one against the other. The site is promoted on TV with 5 seconds “speed” commercials and has already generated a lot of buzz among teenagers who are having fun with the multiplayer advergame and downloading mobile content.
Pubblicità Italia reports Kinder and Ferrero snacks brands have launched an advertainment website targeting 4 to 12 years old kids. The site is called Animotosi and is built around the ideas of fun and movement. Advergames, e-cards, personalised cartoons create an attractive environment for young web surfers. The only thing I don’t really like is that there is also a mobile goodies section, where kids can download ringtones and logos. Even though I understand in Italy we have very young boys and girls owning a mobile phone, I’m not sure it’s very ethical to offer them such kind of content. Let’s be honest, 99 percent of the times kids don’t need a mobile phone, so why should we make them desire something completely unnecessary? Am I too radical in my views?
OgilvyInteractive has created a viral video and a pan-European website to promote Sunsilk Styling (hair) products. The viral video featuring a “man behaving badly” has been distributed to 55,000 women via email. Digital Bulletin reports the campaign has launched in Belgium, UK, Ireland and Finland, and it will be extended to the rest of Europe by the end of the summer. The website has a nice, trendy look and features original advertainment and infotainment content with an advergame (with an extremely cool graphics) and video with styling advices.
Adverblog’s reader Ashley Gillam points us to the new Angel Soft advertainment website. I find somehow weird just the idea of a toilet paper doing online marketing, but I also think taking an advertainment approach is the best way do it. The website is build around the “Bathroom Moments” idea, with funny video clips, an online contest, sweeptakes and a collection “fun bathroom facts”… every family has a bathroom story to tell…
Nestlé has launched an advertainment style microsite to promote its Nestea Ice product to a 12-to-24-year-old males audience. Mediapost reports the site is currently getting 2,200 unique visitors a day, but the number should increase as soon as online ads and traditional advertising will kick off. The agency behind this online effort is Juxt Interactive which created a paradisiac graphics, rather fresh and relaxing with an excellent sound design. The site also includes a competition which isn’t available yet forgetting that “Coming soon” or “under construction” disappoint visitors. Of course Nestea Ice tries to drive some word of mouth with a (funny?) video starring El Yielazo, who wants to save the world from hotness. Again, the video soundtrack appears to be the nicest thing to pay attention to. It’s an improbable mix of Mexican and Yoodle music, maybe to help people remembering Nestlé is a Swiss company…
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