Online Marketing Stuff – Diary of a web start-up – internet marketing

Online Marketing Stuff tries to bring you examples of campaigns and items currently in the market place – here are a few items that have been recently released:

ourbrisbane.com online TVC

Budget Direct Online Competition – Best Australian Rally (http://www.bestaustralianrally.com.au)

For a change I won’t make a comment on these – but I’m interested in hearing what YOU think. Just use the comments below.

I’m not sure if anyone has come across Staedtler’s online campaign in the last few months. Back when I saw it around November there were a number of interactive banners online (quite clever ones where the banner captured your mouse over and drew around it) and the banners lead users through to a landing page at www.takenote.com.au.

The landing page is all about promoting the written word and users can type a note which using flash appears in handwriting as you type. Staedtler then actually hand write out your note on a bit of paper and post it to the address you give them.

All in all this campaign has some interesting elements to it and makes good use of the personal touch, however I don’t know whether Staedtler got such an overwhelming response that they couldn’t keep up or whether there was some other hitch because I didn’t receive my note in the post for about 6 weeks. What’s more the note came in an envelope by itself and was written in pencil. No demonstration of the style of how Staedtler pens write and no branding or any other elements included in the envelope, both of these points are missed opportunities.

All in all though, it’s good to see companies doing something different and interactive in this space, however follow through is just as important.
View some of the creative from this campaign.

Being interactive is all about putting the power in the hands of the consumer and so how does an offline product get involved? By letting consumers online choose its destiny, that’s how!

And that’s exactly how the new Monopoly board game is getting consumer’s buy-in. Their current campaign allows users to vote on the cities and towns that they want included in the new Australian monopoly game which is due for launch later this year. Not only is this campaign clever enough to get some competition between the cities, but you can cast a vote daily meaning repeat traffic and ongoing engagement with the brand. Monopoly not only will launch a new range of their product based on this, but they have created a ready made group of people who will be hot to buy the new product that they contributed to!

Check it out online www.monopoly.com.au

This week South Bank in Brisbane launched an online campaign to promote the parklands and what it offers. The campaign offers a competition with enewsletter subscription options and refer-a-friend functionality. Visitors can win a Freezer full of ice cream from Streets or dining vouchers. To enter, visit South Bank’s website.

One of the things Online Marketing Stuff aims to do is keep you abreast of online campaigns currently in the market place and where relevant make comment on their effectiveness. One of the new campaigns recently launched in Australia is Pizza Huts “Scene It” campaign.

The online campaign is focused around an offer that Pizza Hut currently has – buy 2 large pizzas, garlic bread and a 1.25L drink and get a “Scene It” DVD game pack for free. The campaign website allow users to trial what the DVD game is like and I have to say although I’m not much of a quiz fan, I actually enjoyed the game. The campaign site also has another game on it “Pizza Hut’s very own online movie quiz” which is a fun little visual clue game.

What they do well:

• The promotion is well placed on the Pizza Hut website homepage and easy to navigate to.
• It’s easy to find the campaign in search engines using the phrase “Scene it” or “Seen it”.
• The campaign makes me want to buy the product to receive the offer.
• There is an option for the user to register to receive other future campaigns.

Suggested improvements/ other comments:

• The campaign and the games seem like a perfect opportunity for a viral or refer a friend element to be included (beat your friends score etc), however this isn’t leveraged.
• Could be additional direct calls to action to take up the offer from the landing page – “click here to find your closest participating store” or “check out our menu and order now” etc.