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Interactive marketing and other great advertising ideas since 2003
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August 30, 2004
Mobile gaming boom

A new report by Strategy Analytics ('Carrier Retail Channels Control $8 Billion Mobile Game Opportunity') expects an impressive growth of the mobile gaming market, with downloadable games generating 82 percent of this dynamic $8 billion market. Strategy Analytics expects that active users of downloadable games will grow from 32 million this year to reach 220 million in 2009.

August 30, 2004
The 'Mystery of the Black Shadow'

Pepsi MAX launched its new promotional website last week featuring the �Mystery of the Black Shadow�. Graphico designed and developed the site which backs a tv campaign that began on the 23rd August.
Within the website there are a range of Pepsi MAX downloads, games and several competitions in which the prizes have been provided by external partners FHM, Eidos & Drayton Manor.

Impulse: Love Every Bit

Impulse is running Love Every Bit, an integrated responsive marketing campaign to encourage 15- to 24-year-olds to 'Love Every Bit' of themselves. The initiative, created by Claydon Heely Jones Mason, takes advantage of a web site developed by Glue London, which allows young people to enter a competition and win tickets to a one-day event, the Impulse Love Every Bit Academy.
Learn more on Revolution Magazine.

August 27, 2004
Integrated mktg action for Vin Diesel

'The Chronicles of Riddick' will be promoted in the UK with an integrated marketing campaign. As Revolution Magazine reports, mobile marketing will be part of the media mix. An MMS campaign will target men aged aged between 16 and 34 interested in films. Online ads will also run on movie related web sites.

BA looks for fresh ideas

New Media Age reports British Airways is currently evaluating new proposals from agencies.
It seems like they're going to drop iTraffic, looking for fresh ideas to support their �5m budget in digital marketing.

Behavioral Targeting createsefficiency

The buzz in online advertising in not only around search engine marketing. Behavioral targeting plays a key role in the market, enabling advertisers to proactively reach out to a highly targeted group of consumers. A new free report ("What Comes Before Search?") by eMarketer looks at how behavioral targeting works, the relationship between search and behavioral targeting, and the challenges associated with making it effective.

eMarketer projects that, in 2005, behavioral targeting will reach $934 million and will account for 8.3% of all online advertising spending. That's compared to $627 million and 6.9% projected for this year.

You can download the report here.

Pull, don't push

Nothing new in the article on TheFeature, just a few good indications it's worth to repeat once in a while.

Successful mobile marketing (not advertising) it's mostly about pull communication. First engage (unwired) and then deliver (via wireless).

Pinnacle Distance Challenge online

Integrated marketing agency Alexander + Tom has announced the launch of an online marketing campaign for Pinnacle Golf. The campaign introduces Pinnacle's new Exception golf balls, and their nationwide grass roots golf contest, The Pinnacle Distance Challenge. The campaign also features a unique promotion in the form of an advergame, an online game version of the real world golf contest.

Billy Twigg, President of Alexander + Tom commented:

"Our mission was to give Pinnacle an exciting image and environment that encourages golfers to learn about, and then try, the Exception. The advergame is a great tool for creating an online buzz about the real world event. The word-of-mouth advertising it generates drives a tremendous amount of traffic to the site. And in the competitive golf marketplace, that is incredibly valuable."

Too bad they posted the press release with the bad link (it takes you to pinnaclegold instead of pinnaclegolf...)...

Polling feature for Point Roll

Rich media ads are getting new functionalities. Point Roll has announced its new polling feature, Pollster�, further enhancing the ability of advertisers to deliver interactivity with online advertising. Survey users have the ability to share opinions and attitudes, while advertisers can capture valuable information about brands, products and positioning.

VP of Marketing, Mitch Rose commented:

"With PointRoll's Pollster, advertisers can tap this fundamental interest that humans have in the views of those around them to offer new and innovative ways to involve their target users with products and services."

Tiscali promotes Lloyds TSB

Tiscali and Lloyds TSB General Insurance have signed a deal for a massive online promotion. As reported on Netimperative Lloyds will sponsor Tiscali�s motoring and property sections. Lloyds will take advantage of advertorial content, as well as online competitions to draw Tiscali's subscribers attention. The promotion will last until the end of the year.

August 26, 2004
The new "Swiss Army knife"

Guess what's the 21st century Swiss Army knife equivalent? The answer is on Reveries in an article by Scott Goodson, co-founder of advertising agency StrawberryFrog.

It's the mobile phone, whose growth in functionalities and popularity seems to be unstoppable. The rise of mobile phones is also causing the death of PDA (Sony has stopped selling PDA outside of Japan) and a suffering state for digital cameras producers.

Chew & win with Wrigley's

Advergames' gurus at Skive Creative have created a new online promotion for Wrigley's: (the promotion is now over).
It's a platform game with a built-in level editor with allows users to create their own levels and get the chance to win great prizes.

IM marketing: think about it

Nearly all teenagers in the US (90%) use IM. The number comes out from a recent AOL's survey on instant messaging usage presented on eMarketer.

It's a very high percentage, and it suggests there are new emerging opportunities for marketers to get in touch with a very important and difficult to reach target audience.

Follow your own star: a success

Mercedes-Benz' campaign "Follow your own star" launched to promote the new A Class has been a success: it generated more than 20 thousand unique visitors and 362.000 page views.
Emerce provides details concerning the Dutch results of a campaign that has been running throughout Europe from June 28th to August 5th. In The Netherlands, 1380 people signed up to take part to the tour which is going to start next September 6th from various European locations to end on September 9th in Milan.

August 24, 2004
Times Online promotes Sony Ericsson

Revolution Magazine reports that Times Online has launched a microsite to support Sony Ericsson's latest mobile phone, the new K700.

Apparently the sponsorship model works well for Times Online, since it is also running its travel section (European Destinations Guide) in association with British Airways.

Branding is back

Online branding "died" a couple of years ago, with the New Economy's crash, but now is set to come back thanks to rich media and engaging creative ideas. On E-Commerce Times Sarah Lacy talks about brand advertising on the Internet, starting with an analysis of Honda's recent efforts.

To evaluate the success of an online campaign (from a branding perspective) you don't have to look at clicks, rather concentrate on pre & post campaign surveys, says analyst Gary Stein of Jupiter Research.

August 05, 2004
"Race the Pros" builds awareness

Dodge brands received a boost in awareness thanks to an advergame, "Race the Pros" created by Wild Tangent. As ClickZ reports, awareness of Dodge brands was up 27.6 percent among Internet users who had played a new online branded game.

On its web site, Wild Tangent features an interesting "advergames corner" presenting research and trends in the industry. A bunch of useful info for marketers...

August 03, 2004
Sony's Olympic videogames

Sony has developed the official video game for the PS2 of Athens' Olympic Games, and is promoting it with a dedicated web site in 23 versions (about 17 languages). Randommedia did the an excellent job also creating mini-games based on gymnastics, aquatics, athletics.

Audi A3 Sportback Dream-Island Trophy

The new Audi A3 Sportback is coming out in September, but Audi is already promoting it with a viral marketing initiative. On a dedicated micro-site full of interactive info about the car, is also hosted the "Audi A3 Sportback Dream-Island Trophy", an advergame to engage prospects with a sporty personality.
The initiative is promoted with a mailing activit, also presenting the possibility to take an exclusive test drive.

Are looking for more cool interactive ideas? Check the archives

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