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Welcome to
PROMO's Special Report on Interactive Marketing
In this report, PROMO editors take a look at how
marketers are using interactive platforms—cell phones and the
Web—to extend their brands, even capturing fresh demographics. Big
brands are executing big campaigns to generate buzz and bucks. —Patricia Odell, managing editor, PROMO
Back To Top^
Busy Signals: Brands put
Internet, cell phone campaigns on speed-dial
Media keeps migrating to smaller and smaller screens as
marketers step up their Internet and mobile-phone promotions.
Sixty-one percent of marketers have earmarked up to 10% of their 2005
marketing budgets for interactive programs (including Internet and text
messaging), per PROMO's January survey of marketing execs. Most
marketers (55%) spent less than 5% of their 2004 marketing budgets on
interactive efforts.
Cutting-edge campaigns feel like exclusive, private conversations
between consumers and brands—often with intriguing messages or
inside jokes.
Revving up Response
 | Pontiac challenged camera
phone
users to catch a G6
for a chance at $1
million |
General Motors' Pontiac just finished a phone-photo sweepstakes that had
consumers on the prowl for a G6 sedan. Entrants to the Catch a G6 sweeps
snapped a photo of a G6 with their camera phones, then sent it to win@catchaG6.com for a chance to win
$1 million. Pontiac staged cars in 15 cities and hosted radio live
remote broadcasts at auto shows and other events to give photo bugs
access to the G6. Vigilante, New York, and Digitas, Boston, were among
the agencies that handled for GM.
Players could also e-mail a G6 image, but Pontiac targeted camera-phone
owners (there are an estimated 215 million worldwide) in an effort to
reach younger, tech-savvy drivers. Pontiac felt this format better suits
that audience than its past promos, including the giveaway of hundreds
of G6s on Oprah and online voting for the NCAA's top weekly football and
basketball performers through its Game Changing Performance partnership
with the NCAA, which awards scholarship dollars to universities, said
spokesman Rick Crooks.
"Our objective was to utilize nontraditional media as a promotional
tool," said Pontiac brand manager Mary Kubitskey. "Picture phones are
becoming common-place, especially among the young, educated and
affluent, although they're not heavily used in marketing. We attempted
to tap into the culture by using traditional advertising to boost this
more nontraditional means of promotion."
 | Potential Mercedes M-Class
owners
can get info directly
from a DISH Network
channel |
Meanwhile, Mercedes-Benz USA this month gives a sneak preview of its
2006 M-Class SUV to the 10 million TV subscribers of EchoStar
Communications Corp.'s DISH Network satellite TV. An online demo can be
viewed at Turnermediagroup.com/mercedes.
A 30-second TV spot includes a pop-up message that lets viewers use
their TV remotes to link to an interactive environment to preview an
expanded version of the TV spot "Test Track," access a photo gallery and
order brochures. Those requesting information will get a direct mail
invite about an upcoming 35-city ride-and-drive road rally. DISH Network
and Denver-based Turner Media Group created the campaign with an assist
from OpenTV Corp., San Francisco.
"Mercedes-Benz is taking advantage of emerging platforms to reach the
right people with the right messages," said Mercedes VP-marketing
Michelle Cervantez in a statement.
Then there's the underwear. Unilever recruited student "ambassadors" for
its AXE personal-care brand by cruising laundromats near college
campuses and tossing a black thong printed with the come-on "Do you have
what it takes to be the next AXE Ambassador?" into the dryers of likely
candidates. A URL on the thongs let wannabe ambassadors submit their
resumes online. Those hired get a stipend for throwing AXE parties,
giving out samples and building buzz for the brand. GMR Marketing, New
Berlin, WI, handles.
Calling All Ads
 | Jane readers snapped photos of
an
Armani ad and got information in
return |
Print publishers, too, are making their ads interactive. For example,
teenage girls, who cherish the texting and photo snapping capabilities
of their cell phones, will soon be able to leaf through an issue of
ELLEgirl Magazine, take a photo of an ad for a pair of must-have
shoes and with a few keystrokes send it off to Mobot, a provider of
mobile visual search technology, which responds via text with store
locations.
Through the technology, dubbed "mobotized," readers can also purchase
products, get free samples or discounts or product information. They can
participate in games, like scavenger hunts, and sweepstakes, all
sponsored by the brands in the ads. The 12-month partnership is in the
soft-launch phase with an initial ad coming in the May issue that tells
readers about the new technology. A sweepstakes awarding a trip to
London encourages readers to register online to get search capability. A
roll out is expected with the August or September issue.
"Print has always taken a look at making the medium more interactive,"
said Deborah Burns, VP-publisher of ELLEgirl. "Everything before
this was cumbersome and difficult. What appealed to us was this
interactive technology had found a way to take something ubiquitous, the
cell phone, and make the magazine come to life in a new way."
ELLEgirl, a Hachette Filipacchi publication, has 500,000
subscribers and 1.4 million readers—average age 17—per issue.
Other titles testing the technology include Vibe, Vibe
Vixon and Fairchild Publications' Jane, which pulled a
1%-plus response rate from readers when it mobotized last September.
The ads used promotions and giveaways to trigger action: Calvin Klein
gave away jean jackets; Maybelline gave away mascara; Oakley offered an
autographed poster of snowboarder Bleiler; and Samsung dangled a cell
phone.
"The advertiser does not need to alter their ad in anyway," said Lauren
Bigelow, VP-product management and marketing for Mobot, Lexington, MA.
"The picture can launch a thousand different options. That's the beauty
of the whole thing."
The technology goes beyond print ads. For example, consumers could snap
a photo of a CD cover to get ring tones or music samples via cell phone.
Tuning In
Network TV execs are extending their on-air content with text messaging,
Web logs and Internet-only video story lines. Fans of NBC crime drama
Crossing Jordan
 | An actress
poses as a
"vicitim" in NBC's fictitous
murder mystery
extension on Nigelblog.com | can help one
of the medical examiners, Nigel Townsend, solve the Beacon Hill murders
on Nigelblog.com. An online diary posted by Crossing
Jordan writers asks viewers to review fictitious police reports,
crime-scene photos and autopsy results to help solve the case and vie
for rewards. (Viewers also tune in to episodes on NBC to get clues.) A
sweepstakes awards weekly prize packages worth $300. The grand-prize
winner, announced on March 25, gets the prize package and a phone call
from actor Steve Valentine, who plays Townsend on the show.
The blog "is just another way to engage people in the world of the show.
It's like a big game of Clue," said executive producer Tim Kring. "We
wanted to have somewhat of a cool factor."
The blog—and sweeps—helps build buzz for a mature show (now in
its fourth season) by making fans part of the action. Since the blog
appeared, NBC reported more than 269,300 page views on Nigelblog.com and
expects that number to grow, officials said. Kring acknowledged NBC's
difficulty generating new buzz about the show that is entering its fifth
season. The answer? Let fans be a "part" of the show through an online
experience, he said.
"It's a very competitive time," Kring said. "Everybody is trying to
squeeze as much as they can out of this limited pie of viewers, which is
getting sliced up into smaller and smaller [pieces]. "We're looking for
any and all resources we can to entice new viewers. People love the
whole idea of being inside the experience."
 | Food Network invited viewers
to
send text and online messages
to their
sweethearts |
The Food Network tested Internet and text messaging during a March 13
two-hour special, The Food Network Caters Your Wedding, detailing
the story of a couple who won a contest to have their wedding broadcast
and catered. Viewers submitted love notes (online or via cell phone) to
air during the show in a ticker on-screen. The campaign targeted 18- to
34-year-olds via GoldPocket Interactive, Los Angeles. The network
fielded 8,593 messages (6,495 online, 2,098 via text message) and ran
roughly 540 messages during the two-hour show. Texters were invited to
sign up for the network's new SMS newsletter; 377 did.
"People have the misconception that the only thing we do is cooking
shows," said Beth Higbee, VP-online at The Food Network. "We're trying
to let people know there are other things going on."
The network also wants to help new advertisers integrate their messages
online, she added.
One of the goals behind the initiative is to allow new advertisers to
integrate online, Higbee said. "This is all a test," Higbee added. "It's
research as well. We try a little bit of everything and see what
sticks."
Gamers Get Fed
Now picture this: It's evening time, a group of young males are playing
Everquest II, a huge online world where thousands of players come
together for adventure. The epic storyline gives players the power to be
the hero or villain by
 | Hungry Everquest II
players can link
directly to Pizza Hut's
online ordering
system | creating their own unique character.
Players encounter hundreds of creatures as they travel across landscapes
of rolling hills, barren deserts, dense forests and bustling cities. The
players get hungry and want, what else? A pizza. Well, thanks to a test
Pizza Hut is conducting with Everquest II, all the players need
to do is type the command "/pizza" as they play and they are redirected
to the online ordering section of Pizzahut.com where they can place a delivery order and
then return to the game.
By building that new functionality into the game, Sony Online
Entertainment, the maker of the game, demonstrated a deep understanding
of the wants and needs of its target—predominately males ages 18-34
and Pizza Hut is capitalizing on that with a test phase that began in
February.
This allows us "to explore the potential of a previously untapped
customer demographic," said Pizza Hut spokesperson Patty Sullivan.
Sullivan described the response to the test so far as "favorable." Pizza
Hut started its online ordering system in 2001.
Players "seem to like the convenience," she said.
Messaging at the start of the game alerts players to the pizza ordering
option.
Eventually, Sony hopes to enhance the feature so players can charge the
pizza to their subscription bill. There are about 350,000 subscribers. A
monthly subscription costs $14.99.
"These players play at night and ordering pizza was just a natural fit,"
said Louis Figueroa, director of business development for Sony Online
Entertainment, San Diego, CA. "It's a non-intrusive service that we
offer to our player base."
A banner at Pizza Hut's home page touts the program and a promotion at
Everquest2.station.sony.com reads: Hunger pains
interrupting your game? Order Pizza Hut pizza while playing.
Calculating Calories
 | Consumers can track calories and
cholesterol via McDonald's
interactive Bag a
McMeal |
At another QSR, it's all about adding and subtracting.
In the wake of childhood obesity, the McDonald's Corp. is giving
consumers nutritional facts behind its fast food meals via an
interactive meal tracker. Consumers who visit the Bag a McMeal feature
at App.mcdonalds.com/bagamcmeal can choose from eight
menu topics—sandwiches, French fries, salads, Chicken McNuggets,
salad dressing, breakfast, dessert/shakes and beverages—to create a
meal that fits their personal nutritional needs. The interactive
component was launched in 2002.
Consumers simply select a product online and add it to a bag to
calculate the contents' total number of calories, fat, cholesterol,
sodium, carbohydrates, dietary fiber and protein. For example, a
cheeseburger, medium fries and a small coke yields 810 calories,
according to the meal tracker. Likewise, a meal consisting of a Big Mac,
small fries with three ketchup packets and a hot fudge sundae would
yield 590 calories, according to the site.
"It's just one of the many ways we help our customers make informed
decisions," said Tara McLaren, manager-corp. communications for
McDonald's. "We provided nutrition information on our trayliners,
through in-store brochures and a toll-free number."
To further extend the brand, McDonald's recently launched a new
balanced, active lifestyles campaign designed to inspire McDonald's
customers to improve their overall well being, "it's what I eat and what
I do...i'm lovin' it."
McDonald's "it's what I eat and what I do...i'm lovin' it" campaign
includes new advertising initiatives with fresh packaging, TV ads, print
ads, educational brochures and an updated Web with tips on how to
maintain an active lifestyle.
—By Amy Johannes, Patricia Odell, Tim Parry
and Betsy Spethmann
Back To Top^
American
Idol Hits All the Right Notes; Growing its Interactive Fan
Base
Base by Huge Numbers; By Amy Johannes
Season after season, the hit show American Idol
shatters its own record of fans texting and calling in to vote for their
favorite contestants. In the third season, the show received 360 million
votes. And in the first three weeks of the current season, the votes
have already surpassed 120 million. A chorus of in-your-face marketing,
online brand extensions and plenty of enthusiasm from fans all combine
for star-studded success.
"The magic behind this is that fans are involved in the show," said
Jason Turner, director of interactive at FremantleMedia North America,
Inc., the show's co-producer. "They are not a passive audience. The fans
choose the ending of the show, which is why it is a success year after
year. They are the show."
To keep viewers engaged, American Idol continues to enhance Idolonfox.com. There,
viewers can access show recaps, see video clips and obtain everything
American Idol. The site is one of the most visited in the world,
according to the number of hits, Turner said. It has received more than
130 million page views and more than 8 million unique visitors this
season, he added.
According to Nielsen//NetRatings, the American Idol Web site
captured its largest at-home audience during the sixth week of
competition of the fourth season since 2002, with 463,000 unique
visitors for the week ending Feb. 27. At the same period in 2004,
Nielsen//NetRatings reported 398,000 unique visitors.
Text messaging continues to play a major factor in the show's
popularity.
"One can make the argument that American Idol launched text
messaging to America," Turner said. "Now people use it to communicate.
They use it in their daily lives. It's a huge part of why we are
successful."
Fans can vote for America's next superstar via a toll-free number or
sending a text message through Cingular Wireless. The cell phone
operator now has 50 million subscribers—a result of its merger with
AT&T Wireless last year.
Viewers are using their cell phone for more than just voting, Cingular
Wireless offers subscribers a chance to join the Idol Wireless
Fan Club. Through the club, fans receive weekly show updates, ringtones,
trivia and behind-the-scenes pictures sent to their phone.
In addition, Cingular subscribers can get closer to their favorite
contestants by participating in American Idol text groups and
chats sessions with the show's contestants, Turner said.
"It's a like community sharing the same interests," he said.
The show targets viewers ages 13 to 54.
 | Fans can extend their
American
Idol experience
via the American Idol
online
messenger |
To further extend the brand, viewers can connect with their friends with
the American Idol experience messenger, just launched last month
at American-IdolMessenger.com. The messenger gives fans
licensed photos, videos and contests in an exclusive American
Idol community.
"The object is to extend the brand off air to the captive audience,"
Turner said. "Our brand is consistently in front of the consumer's
face."
American Idol's online popularity jumped 16% in the sixth week
this season, compared to the sixth week in 2004. The Web site soared 75%
compared to the same week from the first season in 2002, according to
Nielsen//NetRatings.
Sponsors of the show are furthering the brand with a sweepstakes touting
American Idol-related prizes. Cingular Wireless is sponsoring a
sweepstakes, offering fans a chance to win $50,000 in cash or a trip to
see the American Idol finale in Los Angeles in May. Every text,
picture or instant message sent counts as an entry. The sweepstakes runs
through May 31.
Ford is sponsoring a video casting call, inviting consumers to make
their own music video for a chance to win a Ford Focus, a trip to see
the season finale and a walk-on role in a music video featuring
American Idol contestants and $500 in cash. The sweepstakes runs
through March 28.
When American Idol first hit the airwaves in 2002, the show's
producers thought they'd be lucky to draw 20 million votes from viewers.
The FOX reality show not only exceeded expectations but also drew just
under 100 million text messaging and call in votes in its first season.
What will the future hold for American Idol? Turner is hoping for
increasing popularity.
"If it ain't broke, don't fix it," Turner said. "This year, we thought
it would start to slow down, but this year it is even more popular than
last year. It's an American phenomenon. This could go on for years."
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Back To Top^
U.S. Shows
Flat Growth in Internet User's Time Forcing Innovation: Global
Study
Promotion marketers are way ahead of the game when it
comes to driving consumers to the Web and using the interactive medium
to build sales, disseminate information or to just create some plain 'ol
fun.
That's a big advantage considering that a new study suggests that mature
Internet markets, including the U.S., have shown minimal to flat growth
in Internet user's time online at home, forcing online companies to
evolve their business to stimulate additional Web growth.
"As the Internet has officially become an important part of our lives,
the U.S. is primed for the next 'big thing' to spike Internet usage,"
said Kaizad Gotla, senior Internet analyst, Nielson//NetRatings, in a
statement. "There are many opportunities ahead for companies online, but
if they just continue to do what they're doing today, they're only going
to move sideways."
In addition to the U.S., flat growth was seen in other mature Internet
markets including Brazil, Germany, Spain, Switzerland, Sweden and the
U.K., according to Nielsen//NetRatings Gloal NetView Analysis. The study
said that growth opportunities exist in several emerging markets
including Australia, France, Hong Kong, Italy and Japan, which showed
double-digit increases in time spent online at home.
"Acquiring users in markets that are currently in their growth stages
will lead to a loyal user base that will pay dividends for Internet
companies in the future," Gotla said.
Americans spend an average of nearly 14 hours online each month, which
is close to the worldwide average. Hong Kong surfers spend the longest
time, averaging nearly 22 hours. Italians ranked on the lower end of the
scale with about eight hours, Nielsen//NetRatings said.
The majority of usage growth has come from an increased frequency of
access or user session growth, the study found.
"Shifts in media consumption, steadily improving online offerings and
growing broadband penetration are likely factors in growing the number
of online user sessions on a global basis," Gotla said.
The study tracks the Web usage behavior of 12 countries worldwide, which
accounts for 70% of the world's Internet usage.
Back To Top^
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