Campaigns

Novartis $200 million integrated campaign promotes heartburn drug

Mary Elizabeth Hurn November 12, 2009

Pharmaceutical company Novartis launched a $200 million integrated ad campaign, which includes a number of digital elements, on November 12 for over-the-counter heartburn drug Prevacid 24HR. The effort's digital elements include online ads that drive consumers to the prevacid24hr.com Web site on targeted portals like WebMD, as well as Yahoo and other lifestyle destinations.
 

Kayak looks to expand awareness with push

Dianna Dilworth November 09, 2009

Travel search engine Kayak.com debuted an integrated campaign this month to build brand awareness. After doing research with TNS Media and finding that 68% of consumers that book travel online were not aware of Kayak, the site decided to focus more on marketing. It hired Goodby, Silverstein & Partners as its agency of record in mid-August.
 

Banner Ad Flies Build Book Show Buzz

Carol Krol October 31, 2009

Jung von Matt/Neckar, a German ad agency, created buzz for publisher Eichborn at the Frankfurt Book Fair this month. The agency outfitted 200 flies with banner ads to promote their exhibition booth at the show. What do you call that? A "fly circus?"
 

Creative solutions from Supershoes.com, Rubbermaid, Inkubook

October 26, 2009

Julie Petroski, VP, group creative director at Targetbase talks about the latest campaigns from Supershoes.com, Rubbermaid and Inkubook
 

NBA shoots for Hispanic audience

Mary Elizabeth Hurn October 26, 2009

In an effort to attract the growing economic might of Hispanics living in the US, the NBA this month launched Éne-bé-a, a multichannel marketing campaign.
 

E-mail basics meet new tricks

Douglas Quenqua October 20, 2009

E-mail marketers blend established best practices with new options, such as social media and embedded video, to engage consumers.
 

DMNews chats with Eric Opel, group manager of client communications, Microsoft Advertising

October 12, 2009

Eric Opel, group manager of client communications at Microsoft Advertising, discusses targeting CMOs for the launch of its new search engine Bing
 

Dickies selects GS&P as its AOR

Dianna Dilworth October 09, 2009

Multichannel apparel retailer Dickies has named Omnicom Group's Goodby, Silverstein & Partners its first agency of record after 87 years in business.
 

Digital marketing shift speeds up

Chantal Todé October 09, 2009

CDW and Ikea demonstrate shift in traditional marketers toward digital
 

Chase integrated effort highlights small business cards

Kevin McKeefery October 01, 2009

Chase launched an integrated campaign October 1 to promote its Ink business card portfolio. The integrated initiative highlights the benefits that each of the four Ink cards offer small businesses. Chase is primarily using the effort to build the Ink brand.
 

Retailers find creative fodder in packaging boxes

Chantal Todé September 29, 2009

Retailers have taken to elevating the lowly cardboard box that their merchandise often arrives in.
 

DMNews chats with Skip Weldon, VP of marketing at Friendly's

September 28, 2009

DMNews speaks with Skip Weldon, VP of marketing at Friendly's, about the restaurant's kid-friendly interactive campaign
 

DM vets 21st Century and PCH to test social

Cara Wood September 28, 2009

Insurance provider 21st Century Auto Insurance and Publisher's Clearing House — each with more than 50 years of direct mail marketing experience — are partnering on a multiyear affinity program that has both companies trying new tactics in social media.
 

Get close for niche results

Lauren Bell September 14, 2009

Health and wellness boutiques find demonstrating expertise while building customer relationships help drive e-commerce success
 

E-commerce an easy sell

Chantal Todé September 14, 2009

Retailers train their focus online in a tough market by investing in customer experience initiatives.
 

Burger King taps NASCAR driver for multichannel push

Dianna Dilworth September 14, 2009

Burger King has teamed up with NASCAR Sprint Cup Series driver Tony Stewart, who is serving as the focus of an integrated campaign for the fast food restaurant.
 

IBM Rational software - Mr. Fong by Ogilvy

September 09, 2009

IBM turned to Ogilvy for a campaign supporting its Rational software technology, which allows software developers to work on projects collaboratively while in different locations.
 

British Airways "Face-to-face" with Agency.com

September 01, 2009

With the help of Agency.com for digital promotion, British Airways recently launched its "Face-to-face" campaign, a contest that gives small business owners the chance to earn a flight anywhere in the world to take their business to the next level with in-person meetings.
 

Puma runs with a local crowd

Chantal Todé August 21, 2009

In the latest twist on marketing campaigns designed to corral and showcase customer and/or employee pearls of wisdom, Puma has launched a new effort that puts its stores' roles in their local communities at the center.
 

Sony Quantum Code by Euro RSCG Australia

August 18, 2009

To promote the release of Sony Pictures' James Bond film "Quantum of Solace" down under, Euro RSCG Australia capitalized on the simultaneous launch of QR codes throughout the country.
 

From TV set to PC screen

Chantal Todé August 17, 2009

TV marketers no longer can rely on launch-time buzz. They must reach viewers year-round where their product is consumed — online.
 

Toshiba takes on town names in UGC push

Kevin McKeefery August 17, 2009

To promote its new model of laptops, Toshiba went hyperlocal to two American towns: Normal, IL, and Boring, OR. In the "Normal vs. Boring" campaign, the computer maker took its first dive into user-generated content.
 

Kmart, Draftfcb focus on tweens for back-to-school

Lauren Bell August 07, 2009

Kmart has kicked off a tweens-targeted back-to-school campaign with longtime agency of record Draftfcb. The campaign, called "Schoolebrity," features TV ads, flash banners, online games, in-store promotions, e-mail blasts and a sweepstakes.
 

Kia extends 'A new way to roll' campaign with augmented reality game

Dianna Dilworth August 07, 2009

The Kia Motors Corp. has extended its "A new way to roll" campaign for social networks by creating a new augmented reality game for Facebook.
 

AT&T debuts new campaign for back-to-school

Dianna Dilworth July 31, 2009

AT&T has tapped musician Mary J. Blige for a new multichannel effort to push phones for back-to-school. The new campaign, called "Shedding styles," features the artist changing into various outfits, yet finding a phone to match each.
 

Mail's multichannel power

Nathan Golia July 27, 2009

Direct mail remains an effective way for apparel marketers to send targeted messages that drive both online and offline purchases.
 

Sky's the limit for Infiniti convertible's new mobile campaign

Dianna Dilworth July 27, 2009

To promote the launch of its new Infiniti G37 Convertible and the summer sales event, Nissan is running a multichannel marketing campaign with various mobile elements.
 

Butterfinger brings back old slogan for social effort

Kevin McKeefery July 23, 2009

After an eight-year hiatus, Nestle's Butterfinger brand is reintroducing the "Nobody better lay a finger on my Butterfinger" tagline through an online user-generated video contest.
 

Heineken taps Euro RSCG as AOR

Lauren Bell July 17, 2009

Euro RSCG will start work as the English-language AOR for Heineken on August 1. The agency will be managing strategy and creative for the Heineken brand franchise.
 

Qdoba adds mobile to loyalty efforts with rewards program

Lauren Bell July 13, 2009

A group of 26 Qdoba stores, all owned by Aztec Partners LLC, is expanding its customer loyalty program into the mobile realm with Qdoba Mobile Rewards. The Mexican food chain teamed with mobile loyalty company Tetherball to create the on-the-go program.
 

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