On BrandRepublic (sub. req.) John Wood, MD at Beechwood Marketing writes: Anyone who works in marketing who hasn’t visited myspace.com is already out of touch with the youth sector. And once you have visited, you may start by wondering what on earth it is, and why it has been so successful (…). Like a teenager’s bedroom, the site is a mess from a design point of view (…). If you want to get inside the heads of the global youth market, this site should be every marketer’s reference. Take note.
Danone targets the youth market in Spain launching a new site and a competition connected the Dan’Up yogurt brand. Diario IpMark (free reg.) reports Genetsis Partners is the agency that took care of the digital initiative. The site design integrates pictures and graphics, and looks nice from a branding perspective, however the navigation is pretty slow with too many animations to go from one page to another. The competition is based on an on-pack code participants need to text via mobile or to submit online. Instant prices include mobile phones and Piaggio scooter assigned every month through a draw among registered yogurt drinkers.
In Spain Coca-Cola has launched the multiplayer advergame “Summer Battle” to support its online marketing effort through the official site www.cocacola.es. The Summer Battle has been created by BetyByte, I didn’t test it because you need to download it and install it. Of course it doesn’t work with Mac. A part from the fact it doesn’t support Apple, which isn’t actually a big problem, I’m not sure that requiring people to download and install the game is a smart move. Of course this gives you the chance to great a better game but, at the same time, I believe you loose several potential users that don’t want to waste time installing it or fear the installation could bring problems to the computer.
New Media Age reports this week Coca-Cola is getting ready for the global launch of iCoke, an highly interactive youth marketing program. The initiative has already debuted in China and Canada and should be supported by on-pack promotions to drive traffic online. iCoke Canada is basically a loyalty marketing initiative which invites young users to collect points in order to gain prizes. The Canadian website features a competition which instantly gives away a Sony LCD Tv by inserting the PIN code found on the can. There is also a co-marketing section, the “Games Lounge” together with Sony Playstation. The “Download” area will offer mobile content such as wallpapers and ringtones but it’s not active yet… It has a sad “coming soon” message which is one of the best move you can do to disappoint your audience.
In Belgium Clerasil has launched a rather disgusting viral campaign to promote its products against pimples. Luc and Sara star in the “In your face” video. They’re two (idiot) teenagers full of pimples, because the don’t use Clerasil, who have to be punished by the public. Young users visiting the Clerasil.be site are presented with series of possible punishments to choose. The most voted option will be featured in the video the following week. The initiative lasts three weeks and allows voters to win a wide range of prizes. The campaign has been created by Axes2, the digital division of McCann-Erickson Belgium (good to see their latest news is dated October 2004…) [News via Digimedia]
McCann-Erickson’s TAG youth-marketing unit has created two excellent viral videos to promote Levi’s 501 line of jeans. As explained on AdCritic Interactive, the idea is to position the jeans’ model as the antidote to metrosexuality. The video I watched is entitled “World Gone Pretty”, and stars a sort of Barbies’ Big Jim trying to change his life to meet the society’s expectations. At the end we understand social networks are too demanding, life is becoming too complicated, therefore Levi’s makes it uncomplicated… 501uncomplicate.com… and the viral effect is granted…
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