On New Zealand News Peter Griffin writes about new forms of advertising that try to replace Tv spots. Big brands are investing in particular in viral marketing. Among the examples quoted in the article, the cyber tree “Ecotonoha” created by Nec is amazing. An excellent example of viral marketing, online branding and ecological commitment.
Siemens has launched an online magazine to keep its customers and prospects updated about new products and initiatives. As explained on Wuv.de (in German) the “Siemens Journal”, developed by Publicis Munich, is available in seven languages.
During the Christmas season, apparel manufacturer Jockey has sponsored the advergame “Make-a-flake”, an interactive snowflake maker developed by Lookandfeel (have a look at their web site, the menu presentation is simply fantastic!). As Tessa Wegert writes on ClickZ, the advergame complemented an offline direct mailing campaign, driving visitors to a microsite. Thanks to the viral effect generated by the advergame Jockey’s microsite generated more than 1 million total visits. The campaign’s success can be explained in the branding effect generated by Make-a-flake through the positive and entertaining gaming experience an its association with Jockey’s name.
Since one year and half Reebok has started a branding strategy to target young people between 15 and 25 years old. They have presented a new collection, the RBK, which reminds the streetware fashion and has clear references to sports, hip-hop and technology, topics that attract the attention of young prospects. On Le Journal du Net there’s an excellent article (in French) by Rapha�le Karayan in which the branding campaign is described and commented, with a lot of interesting numbers and details.
Consumer packaged foods have found the recipe for a successful life on the Web. Bob Tedeschi reports on New York Tiems (free reg.) about the online branding efforts of Unilever, Kraft and Procter & Gamble.
Increase the awareness of Visa’s sponsorship of Nascar. This the main goal of Visa’s online promotion to build a relationship with a loyal and high affinity audience. On iMediaConnection you can find campaign insights from the latest Visa’s year-long branding program.
News from Australia… Online travel service provider Zuji has just launched a new campaign, developed by M&C Saatchi to position as “your online travel guru” throughout Australia, New Zealand, Hong Kong and Singapore. The news is reported today on B&T Marketing.
Sanalarana is the new Pfizer Web site created to refine and extend its offline brand strategy online through the development of a space devoted to the health care needs of the Hispanic community. The press release on Yahoo! explains that the Spanish language site provides educational content regarding health topics and diseases that informs and empowers members of the Hispanic community to take charge of their health.
The New York Times Online has been the first Web site to introduce half-page ads, then several others online publications have followed. After several months of practicing this format, it’s interesting to read Zach Rodgers’s (looks like he’s becoming one of my favourite authors article on Turbo Ads presenting agencies opinions. Audi is happy with it as McKinney’s Interactive Supervisor Erin Bredemann says:We felt it was a great way to highlight Audi brand while also increasing awareness of dealers in area”.
In general, experts in the industry seem to agree this is an interesting tool for online brand promotions, however it’s still early to say whether it’s really effective. Personally, as a user, I’m not annoyed by this format, because most of the times it’s just nice to look at it. There has been a lot of creative work on it and it focus on brand promotion, not on hard selling. I mean, it’s a pleasant user experience. As for pop-up windows, if they’re placed in context and graphically nice, I believe they will prove as an effective tool for online strategists.
The latest issue of Revolution Magazine features a brief case study of Audi A8 online campaign. The campaign has been sub-divided into two phases: the first, named pre-lauch, aimed to raise awareness of the car and capture early prospects. And the second to present the message that the new A8 embodied Vorsprung durch Technikas well as generating leads. Site content and online advertising were developed by digital agency Good Technology.
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