Brad Pitt’s latest movie, “Troy” is taking advantage of a massive online promotion. What is curious to note is the fact that the portals chosen to support the initiative differ from country to country. In the Uk, Warner Bros picked Yahoo! (see Revolution Magazine), while in Germany and in Italy the campaign is currently running on MSN (read Pubblicit� Italia).
In its case study presentation, iMediaconnection talks this week about Visa and its MSN minisite developed to target small-business owners. The site isn’t flashy but, according to Visa, it’s very effective in communicating the offer. The article is interesting also because it covers the theme of “co-branded” initiatives. Doug Fitzsimmons, Associate Creative Director, Tribal DDB Los Angeles , commented: “Everybody wins with a strong co-branded site. The host gains content, the advertiser gains an audience. If it’s done well, both strengthen their brands by association and added value for their customers.”
Microsoft announced yesterday that it will soon start offering a feature allowing mobile phone users to access Hotmail and MSN Messenger while on the go. They’re developing the technology with Openwave Systems. As explained on Reuters (via Yahoo!) Microsoft has been working on wireless software since a couple of years, targeting handset makers and operators as a high-end business tool, now they’re taking a step in the B2C market. MSN is eventually trying to extend its brand on mobile phones looking for a personal and extremely direct relationship with its consumers.
Microsoft is ready to launch a new version of its MSN, with a new advertising campaign, that includes print, television and online media. “It’s better with the butterfly” claims MSN, which seeks to inform people about the benefits of the new MSN and entice them to experience the value that these services can add to their online activities. MSN will feature several home-page takeover ads as well as other rich media ads displayed on partners sites as well. Della Quimby, account director of Avenue A, the agency that partnered with MSN for the online creative said:“The sophistication of today’s digital marketing landscape offers an array of innovative ways to reach consumers online. MSN is pushing the envelope with its ad elements and media mix, while at the same time focusing on delivering the right message to the right audience. In our latest online effort, we’re focused more than ever on reaching today’s broadband audience. The new MSN is a compelling new product for this high-speed enthusiast.”
Further details about the ad campaign strategy are unveiled in a press release available today on Biz Yahoo!.
The ‘Critical Decision’ campaign to launch online the new Honda Accord has been developed by MSN with an extensive use of video and engaging solutions to to capture the attention of the millions of consumers. As explained in the press release this is Honda’s first custom-designed promotion on MSN and represents the automaker’s most elaborate and expansive online advertising effort for the 2004 Accord. The custom solutions package could be seen online at http://criticaldecisions.msn.com/ but, apparentely today the server doesn’t work.
In October Microsoft will launch a new interactive campaign to promote its consolle Xbox Live. MediaForum reports that Microsoft’s objective is to create an online community of players. The online campaign instead, will start in November and continue until Xmas. Cristian Versari, Xbox marketing communication manager said:“We are currently working on the interactive campaign planning. Anyway I can already say that it will be launched on web sites specialised in video games, as well as on MSN through an apposite micro-site. The campaign will also feature an online competition.”
Volvo has launched on Msn.it a campaign to promote its new S40. MediaForum reports that the Web portal has promised Volvo to create 180.000 click through and 3.500 online registrations. The campaign will run also on the main Italian portals, using a variety of ads formats: hockeystick, skyscraper e pop-up.
MSN network celebrated yesterday the best creative advertising content to appear on its network of Web sites over the past year. As explained on Yahoo! News, AtmosphereBBDO won the first prize in “branding” category for “Pen” developed for General Electrics; Lowe New York received the first prize in “Direct Response” for a Dell ad that promoted a free-shipping offer; and Euro RSCG Circle gained the gold medal in “Rich Media” for an interactive ad developed for New Balance Athletic Shoe.
Yahoo! will buy Overture. I’m telling you no big news. But as a blogger I’m “committed” to provide you with further information and perspectives so… Here a two articles published today that present the possible consequences of the fact above mentioned. One is on Business Week and talks about Yahoo! and its competition with Google (Why Google Should Be Worried) and the other is on IAR and focuses on how will MSN affected by Yahoo!’s move on the market (Yahoo! Overture Combo could hurt MSN). Of course, you can get it all in one, just go on Reuters: Overture Deal Raises stakes for Google and Msn.