NYT: Brand Building on the Internet
Acknowledging the web is not a direct sales channel for most consumer packaged goods, companies like Kraft see value in the medium and are using it to build brand in support of offline sales.
Kraft's website, Candystand, among others, promotes Lifesavers and Planters nuts with online games, and the corporate site offers meal suggestions and recipes. Recently, Kraft used the web in a promotion for their "Uh-Oh" product that garnered 2.8 million registrants for a $10,000 sweepstakes. They captured email addresses along the way.
