A sweet social project from Australia that celebrates the upcoming Rugby World Cup 2011. Where were you when the history of rugby was made? Read more…
MasterCard International’s campaign launched in conjunction with Universal Pictures’ holiday blockbuster, Cat in the Hat, has won top honors in Web Marketing Association’s 2004 Internet Advertising Competition. The press release explains the banner campaign’s “Eyeblaster” unit received response rates over twice the industry average for floating Eyeblaster ads and nearly 21 times higher than the overall campaign response rates. The banner has been developed by IconNicholson.
Mobileway is supporting Mastercard in a mobile marketing campaign targeting Euro 2004 football championship spectators visiting Portugal. MasterCard has distributed over two million competition entry forms to participating outlets in Lisbon and Oporto, which are currently being distributed to customers using their MasterCard cards to pay for purchases. Each bears a unique single-use code number allowing the holder to compete for instant cash prizes which are paid out in-store. Winners will receive a real-time text message and will also be entered for a weekly draw, with prizes including tickets to Euro 2004 matches and dinner with Portuguese soccer superstar Eus�bio. Short-dial international phone numbers will be used to ensure that all Euro 2004 visitors can take part, regardless of which GSM operator they use. Read more in the press release.
Mastercard has launched in Italy a competition connected to the European Football Championship which will take place in Portugal next June. After a purchase with the credit card, Mastercard’s owners can enter the competition by texting an SMS with the first four digits of the card and the purchase authorization number. Entrants can win a travel to Portugal, digital cameras, and official Euro 2004 balls. It’s an interesting initiative to engage clients with the brand. Mastercard is investing pretty much in mobile marketing, looking to increase the loyalty of its customers rather than to acquire new clients. This is an attractive aspect to analyse. As in the online world, we see an evolution in the approach to the media: from acquisition and direct marketing, to branding, loyalty and CRM. Consolidation is in the air?
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