This campaign has been online for a few weeks now, but it’s worth posting anyway. Save Gerard (Sauvez Gerard) is an advertainment site launched by Discovery Channel in France. The idea is to save Gerard and his bunny who still haven’t found out about the existence of Discovery Channel. The site features a series of funny videos and highlights the programs currently showed on the Channel. The goodies section allows people to download a logo and print it out on a t-shirt. You can also support him leaving a message in the board or send around postcards to your friends.
The Martini Mansion opens its doors to the Dutch public. A gorgeous villa in the Italian Riviera and a relaxing atmosphere, these are the ingredients of the advertainment site created by Doorn & Roos for Martini in The Netherlands. Visitors to the Mansion can get their private pool with Martini, promoted with two viral videos (1 and 2). If you’re interested in getting the swimming pool, consider you are in The Netherlands, which means you are asked to pay 7€ for the delivery expenses [link via BlogFonk]
As you might have understood from what I wrote about the ice-cream competition yesterday, I’m rather greedy… so this post is not about digital cookies, but on real, backed, yummi cookies… In Germany, Bahlsen has decided to follow the advertainment trend to engage its customers. The cookie giant has appointed SevenOne Interactive to create a multi-channel campaign with Tv spots, teletext ads and online banners to drive traffic to the Bahlsen.de site. An advergame (bake the cookies!) and an online competition (win a dream) make the online presence tasty and attractive.
If you want to see how an excellent advertainment site looks like, check out Nokia’s N-Gage Snakes Outbreak. It’s extremely entertaining and it has also a viral essence allowing users to text the link to friends. A perfect combination of Internet and mobile.
Adrants reports Nike has launched a new football, pardon, “soccer” site called “Tiempo“. Created by Odopod and ourcommon, it is focused on the Brazilian culture, featuring the message “We are Brazilian. We play happy.”, and on the promotion of a new shoe, the Nike Air Legend FG. The site which has a typical Nike’s advertainment approach will further develop during the year, taking users around the world with the launch of new sections dedicated to Los Angeles (coming in February), Miami (coming in March) Dallas (in April) and New York City (in May).
Publicis Dialog – Interactive has developed the online presence of Modus, Renault’s latest car. The Italian microsite features games, web movies and other goodies promoting the car with an impressive advertainment approach. What is interesting (or strange?) to note is that the microsite “Crescere? Ma perch�?” doesn’t feature any information about the car, but just presents the mood and the concept. If the user wants to know how Modus is, he has to click on another “hidden” link (on the car’s picture) in order to land to land on Modus’ official site.
Pepsi MAX launched its new promotional website last week featuring the �Mystery of the Black Shadow�. Graphico designed and developed the site which backs a tv campaign that began on the 23rd August. Within the website there are a range of Pepsi MAX downloads, games and several competitions in which the prizes have been provided by external partners FHM, Eidos & Drayton Manor.
The interactive agency Keblow has developed a nice web site for Samsung to present and promote its Yepp series Mp3 players in France. The mini-site is characterized by an advertainment approach which aims to appeal a young audience. It features a test to discover the “Yepp attitude”, interactive demos and a competition to win an Lcd Tv set.
Mazda goes online with a brand new viral campaign to promote Mazda 6 range of cars. Brand Republic that Mazda has created two entertaining, web-exclusive film clips that can be download and send friends. There’s also a competition to win a golfing break at St Andrews. As Maria McCullough, advertising and communications manager for Mazda Motors UK, has explained:“It provides 30-something males with more ‘advertainment’ film content that embodies the essence of Mazda.”
Ferrero believes in online and multimedia entertainment as a marketing tool to target kids. They are performing an integrated marketing strategy sincea a couple of years with a series of advergames available to anyone buying the famous Kinder Surprise Eggs. In Italy, they will soon launch a video game “I magicanti e i tre elementi�, supported by a Web site (www.magicanti.it) that is clearly inspired to Harry Potter, even if this is not stated anywhere.
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