Surf the Web and get a coupon for a free ice cream. That’s the idea of Boston.com and the ice cream maker Brigham’s Inc.. DMNews.com explains the campaign idea, quoting Stephanie Shore, director of marketing at Boston.com:“We were trying to develop a case study for our retail advertisers about how effective online advertising can be in driving offline activity. Brigham’s was extremely pleased with the promotion, and they saw a lot of new faces.”
Redemption rates were, in fact, pretty high: almost 10 percent of the 56,719 page views of the coupon.
Wendy M. Grossman, the author of Net.wars and online columist, has an interesting article today entitled: Viral marketing is dead: tell all your friends. She starts talking about a recent meeting run by IAB Uk, than she presents her opinions on online advertising and viral marketing. Even though I don’t agree with everything she says, I believe it’s nice to hear different points of view.
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