This is one of those news that can really change the life of an agency: BMW has decided to end its branded entertainment strategy. They have been the pioneers in the sector, with the online short-film The Hire, starting a new era for online marketing. Now AdAge reports BMW decided branded entertainment was getting too expensive, but their shift can’t only be blamed on money. They declined to comment, but probably the change is also due to the fact they are still looking for a new advertising agency to handle its US account. What will happen now? Will other brands follow their move? How many agencies will have to change their business approach?
A joint study by Nielsen Interactive Services and Israeli-based in-game advertising firm Double Fusion found that an in-game ad campaign inserted into the downloadable game “London Taxi” increased awareness of some featured products by as much as 60 percent. Read more on Mediapost.
If you’re still wondering where digital marketing is going, I strongly suggest you reading Eric Picard today’s article on ClickZ. Probably he doesn’t say anything new, but he really helps keeping the eyes on the ball in the crazy world of digital media. Rss, mobile, in-game advertising and the life after the 30″ spot: a useful compendium to learn how (and where) to move your next step.
Bausch & Lomb starts today in the US a multi-channel advertising campaign to promote its soft contact lenses Pure Vision. A TV spot will run on US network and cable stations and will also be available online. Along with the TV campaign, Bausch & Lomb is hosting an online sweepstakes where participants can vote for “America’s Greatest Sight” and register for a chance to win a grand prize trip to the winning location, either New York City, Washington, D.C., San Francisco or Las Vegas. Visitors to the www.purevision.com web site can also print a certificate that they can take to their eye care professional and exchange for a free pair trial of PureVision contact lenses.
Le Journal du Net (in French) investigates the importance of the Web for soft drinks brands. In France, but not only there, Coca-Cola, PepsiCo, Orangina-Schweppes and Unilever are fighting to get people’s attention online. They are moving more and more money to the Internet and even changing their own corporate structure to adapt to the new challenges: Orangina, for example, since 2001 has its own internal web agency. Since the main target audience for soft drinks (12 to 30 years old) is heavily using the Web, the communication strategy needs focus on the Internet, where advertising budgets are also easier to manage if compared to Tv. Micro-sites, online competitions with a touch of mobile content tend to be entertaining and funny and to take advantage of the new options offered by digital music.
Adverblog’s reader Ashley Gillam points us to the new Angel Soft advertainment website. I find somehow weird just the idea of a toilet paper doing online marketing, but I also think taking an advertainment approach is the best way do it. The website is build around the “Bathroom Moments” idea, with funny video clips, an online contest, sweeptakes and a collection “fun bathroom facts”… every family has a bathroom story to tell…
Le Journal du Net explores (in French) PepsiCo online strategies in France, talking with Martine Pelier, a marketing executive at the soft drinks giant. Pepsi is investing more and more money in online advertising, reducing at the same time its spending in Tv ads. TV spots haven’t been dismissed, simply they have become part of a more integrated strategy in which Pepsi wants to substain its anticonformist image. Given the target audience (15-25 years old) the company is focusing on Internet activities and on music content. In particular Pepsi has launched this year, in cooperation with Virgin, www.pepsimusicplay.com, where people can win music, ringtones and mobile phones. The site is also connected to the Pepsi Town the online community launched in 2002, which at first sight looks like an Habbo Hotel. Pepsi Music Play among mid-April and the end of June received over 1.8 million visitors who went online to redeem the winning codes found on Pepsi drinks. The interactive agency helping Pepsi deploying its online marketing strategies is Chewing Com, which also works for BMW and Nintendo.
Lacoste has decided to use online marketing to make people discover its new fragrances. Clark McKay & Walpole North developed a campaign which takes advantage of a micro-site where visitor can request to receive perfume samples. Of course anyone who ask to try the fragrance for free will be added to a database for future promotions.
Australian mobile operator Optus is using the Web to explain its clients the “push to talk” service. A series of animation with an extremely nice graphics allow users to find out more about how it works in real life situation. A very simple competition invites people to submit ideas on how they could use “push to talk” in order to enter a draw and win a Nokia 5140. Online ads are used to drive traffic to the microsite. Even if on the site there isn’t much interactivity, I like the idea of using the Web to explain services. In this case the focus is on mobile, but we can take advantage of Flash animations to explain an enormous range of products and services. Integration is the key
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