Sweepstakes and trivia are among the “saddest” tools in online marketing. Give me your data, answer a few silly questions and if you’re lucky you’ll win something. I realize for a lot of brands collecting consumers’ information is crucial to run their business, but I still think sweepstakes and trivia are good when done offline, in a supermarket, and not in the “interactive” media by definition. In this case Kawasaki has shown there is still soom room for sweeptakes online. To promote their new KFX 450 they haven’t taken the approach “gimme your data I might give you a prize” but, rather “have some fun, gimme your data and I might give a prize“. There is a sensible difference in the two ways of running the promotion, and I appreciated the choice of using an improbable Mr Nigel “Salty” Graves to engage the audience. Of course, such a site is definitely more expensive than a simple html form, but how many brands can afford doing something online forgetting about the “branding” side of the project? The agency is Fuse Interactive.
Bridget Jones is back with a sequel debuting next week in the UK. The new movie will be promoted online on the portal Wanadoo with a dedicated channel. The campaign has been created by Zed Media. Read more on Netimperative.
Spanish agency Masmadera has designed a new microsite to promote Cepsa’s moto lubricants. The press release (in Spanish – pdf) explains the microsite fsupports an offline competition and features a gaming space where users can test their driving abilities, while exposed to Cepsa’s brand.
New Media Age reports that Barclaycard is supporting the launch campaign for its new 0% APR credit card with an online ad campaign. The ads, developed by Dare Digital, are currently appearing on the main UK lifestyle and finance sites.
The upcoming movie Schrek 2 will be launched with an online campaign developed by Zed. As Revolution Magazine explains, the ads will be running through the MSN network, on the portal’s homepage and will be shown to age-targeted users on Hotmail.com.
A couple of weeks ago Pepsi and iTunes launched an interesting promotion. Drink a Pepsi, get a code, and download a song for free. Cool integrated marketing idea but… the promotion has been soon “hacked”. As a matter of fact, people can get the code without actually buying the bottle. Read more about this incredible story on ZdNet.
Alitalia has revamped its web site and is promoting it with a series of web-only fares. As Brand Republic explains, the site has been designed by Ehs Brann and there will also be some banner advertising promoting the offer. The curious (or sad?) thing is that I’m not aware of any similar online promotion by Alitalia in Italy (not even in the past).
Revolution Magazine reports Fox Kids Europe is launching a pan-European multimedia campaign to support the release of DreamWorks’ ‘Sinbad: Legend of the Seven Seas’ on DVD and video. At the same time, New Media Age says that Twentieth Century Fox is using a video rich-media banner to promote the cinema release of the director’s cut of horror classic Alien.
Mercury is using the Web for an early promotional push for its 2004 Monterey minivan in a 90-day deal with America Online. As AdAge reports, the Company has started a campaign to drive traffic to mercuryvehicles.com. They will also give away a Mercury Minivan through an online sweepstake, which is to blogs: consumers will be able to vote the best blog on AOL.
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.
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