Revolution: Lea & Perrins backs global site with on-bottle push

The site will be used as a hub for world-wide communications, competition mechanics, localised marketing initiatives and targeted promotional campaigns.

It will also be used as a platform to capture user data and for e-CRM drives. Activity to drive consumers to the site will include on-bottle promotion of the web address and viral marketing campaigns.

Although perhaps not immediately obvious, this promotional structure is actually quite innovative. It is surprisingly rare to find brands using one site to both build their global presence and co-ordinate their localised activities. Personally, and obviously entirely dependent on the brand, I'm a great supporter of this approach as I feel that it allows you to market in a way that is consistent with the characteristics of the medium.