In Spain Danone is running an integrated campaign to target kids who love football on the way to Germany 2006. They have created a site, danet.es in which users can navigate as if they were walking around a stadium (moving from the bar to the locker room or the press room etc…). Images of Ronaldinho, Danet’s testimonial, are everywhere, but the site offers more than just his smiling “bunny” face. It is definitely content rich, and the interface offers a good experience to discover all the goodies available. As explained on Marketing Directo, mobile is also part of the effort, with branded content available for download.
Danone targets the youth market in Spain launching a new site and a competition connected the Dan’Up yogurt brand. Diario IpMark (free reg.) reports Genetsis Partners is the agency that took care of the digital initiative. The site design integrates pictures and graphics, and looks nice from a branding perspective, however the navigation is pretty slow with too many animations to go from one page to another. The competition is based on an on-pack code participants need to text via mobile or to submit online. Instant prices include mobile phones and Piaggio scooter assigned every month through a draw among registered yogurt drinkers.
Danone has launched an interactive campaign to target young French “Danettophiles”. As Boursier reports, “Plan�te Danette” aims to build a modern brand image on the Internet, getting 25 to 35 years old people to know Danone’s products. With the tagline “Les plaisirs qui connectent”, since last February the website planetdanette.com has already attracted more 300.000 visitors interested in joining the game “Tribu Danette” a competition which gives away more than 100.000 prizes. On Le Journal du Net, Mariane Volpellier, Danone’s manager coordinating the promotion said:“Nous souhaitions retravailler les valeurs de Danette, la convivialit� et la modernit�”
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