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Reebok to Launch an Online Whodunit Campaign

IAR: Reebok Launches Online Crime-Caper Campaign Reebok, on Monday, will launch a multi-media campaign called "Reebok's Whodunit?" The campaign kicks off on television June 24 during the BET awards and features four NBA players who "star" in an online mystery/crime game. Visitors can sign up online to be investigators in the game and be entered to win a trip to the 2004 NBA All-  [...]
Posted: Thursday, June 19th 2003

Engaging Online Ads

ImediaConnection: Involving Experiences Joseph Jaffe points at campaigns from Kraft Foods, Smirnoff and Forbes, that used interactivity creatively and got impressive results.   [...]
Posted: Monday, June 16th 2003

Pepsi Says Traditional Promo Works Thru the Web

When I was a kid I used to daydream about all the cool prizes I could get if I collected about one metric ton of these codes you could peel off from under Coke bottle caps. Of course it was just branded crapware like glasses and bags. And I never got enough points to ever get anything anyway. I guess that's how you build a BS detector over time (I hear you thinking, what a founding life experience indeed!) Anyway, believe it or not there is a point to this stupid introduction. Twenty years la  [...]
Posted: Thursday, June 12th 2003

Unilever Spent $1 Million on a Viral Campaign !?!

Business 2.0: Spray Here. Get Girl. Let's do a bit of maths here. The production costs of these 3 video would not have exceeded $300,000 at an extreme, leaving $700,000 to piss away between BBH, the digital agency, and some online buying. The results of this campaign were: "Unilever says its return on investment has exceeded all expectations. The site and related ads cost slightly less than $1 million and were e  [...]
Posted: Friday, June 6th 2003

Rage-free Cow

A couple months ago Dr. Pepper's Raging Cow blog was all the rage in the blogosphere as an example of corporate America "not getting it" when it came to blogs (see Related Post links below), namely because they tried to bribe a bunch of bloggers to help try to make them cool. Well, as if we needed further proof of their true unbloggess, how about this: on Thursday, a nutjob in San Diego took a couple of hostages (in an original twist, the hostages were po  [...]
Posted: Sunday, June 1st 2003

Absolut Launches Absolut Vanilla Online

MediaPost: Absolut Vanilla Debuts Online In a massive usage of bandwidth, Absolut launches what has to be the most disgusting flavor of vodka known to mankind. Vanilla? That's a desert. Do you really want to taste vanilla when you drink vodka? Anyway, nice use of the media...as long as you have broadband. The revamped company website, which offers the sneak peak at Vanilia several weeks before the advertising   [...]
Posted: Tuesday, March 4th 2003

Coke Promotes New "Real" Campaign Online

While Coke may not be as close to Pepsi in its ability to use the Internet as smartly as Pepsi (see post below), they have seen some success in driving traffic to their site to view the new campaign. According to Doug Rollins, "Coke...welcomed five times its average traffic last week" as the soda marketer launched an online promotion including placements on AOL and MSN. Trouble is, Coke has buried the spots several levels down their web site. I'll make it easy:   [...]
Posted: Tuesday, January 21st 2003

Pepsi Announce Superbowl Ad Format

Press Release: Pepsi-Cola Unveils Super Bowl Advertising Lineup Remember last year? Pepsi's nostalgia campaign featuring pop diva Britney Spears - it was a huge online success, creating an incredible level of buzz. So the question remained, how were they ever going to top that? Well short of cloning Michael Jackson, there was only one act that even had a chance of competing - that's right they landed The Osbournes. Intere  [...]
Posted: Tuesday, January 21st 2003

Levi's Combines Web & TV Ads, Botches Tech Implementation

DMNews: Web Game Ties Into Levi's Super Bowl Ad Running along with Levi's Super Bowl XXXVII commercial, the San Francisco company's promotion will offer as prize an $85,000 gold-and-jewel-laden pair of Type 1 jeans and $65,000 in gold nuggets and cash. "What we wanted to do was differentiate the Levi's Super Bowl spot from all the others and make a bold statement by doing something unique," said Jim St  [...]
Posted: Monday, January 6th 2003

Pepsi Makes Classic Error, and Ditches Britney

NYT: A New Voice at Pepsi Media Guardian: Britney bounced out by Beyonce Britney, the pop star who has been a PepsiCo celebrity endorser for nearly two years, has been supplanted as the most prominent voice of the Pepsi generation by BeyoncÈ Knowles of the vocal group D  [...]
Posted: Wednesday, December 18th 2002

Mobile Soft Drink Ads

Instant Messaging Planet: Coke Judges China SMS Campaign a Success The ad campaign, which ran for a little over a month at the end of the summer, featured an interactive contest in which users would guess the highest daily temperature in Beijing via an SMS. Coke said more than 4 million messages were exchanged in the 35 days the "Coke Cool Summer" promotion ran across China. [...] The SMS   [...]
Posted: Wednesday, November 13th 2002