UGO Campaign: We're Still Here
The Dot-Com Survivor Campaign includes 5,000 UGO holiday cards to advertisers, media, prospects and fellow online companies; T-shirts distributed on sales calls; and ads in Brandweek magazine. UGO also is considering banner ads on adweek.com. Actor Gary Coleman, a UGO columnist, will plug UGO on radio spots.
"Not only do we tell the audience that UGO is around," spokeswoman Sabine Heller said, "we make it a point to illustrate the size of the audience by writing, 'Still here. Now, in more than 6 million homes.'"
UGO is an acronym for UnderGroundOnline. It claims an audience of 6.5 million unique visitors and one of the largest online concentrations of men 18 to 34.
Concurrent with this move, UGO is revamping its logo.
"The fist [logo] represented the rawness of the Internet," Heller said. "It was also a symbol of the community/unity that the medium originally represented. The new logo looks more like a symbol of the traditional media. It is less provocative and more mature than the fist.
"Another practical reason for changing logos is that we want people to understand that UGO is an acronym and is pronounced yu-gee-o and not Ugo [ou-go]," she said. "The new logo has pills that clearly separate the three letters to make this clear."