NONE: AT&T "intermercials"
AT&T "intermercials"
Online Advertising Discussion List (online-ads_at_mailserv.tenagra.com)
Tue, 16 Jul 1996 11:12:33 -0500
A new word enters our lexicon. The following item ran on the newswire
yesterday and I thought it was relevant enough that I would pass it on to
the entire list. I/Tenagra have no relationship to this endeavour.
Comments anyone?
--Cliff Kurtzman
co-moderator
=================================================
AT&T launches web "first" with Olympic intermercials;
breakthrough strategy brings the world to the Olympics
Source: Business Wire
BASKING RIDGE, N.J.--(BUSINESS WIRE) -- AT&T today announced plans to
implement a groundbreaking interactive advertising strategy for its Olympic
Games Web site (http://www.olympic.att.com).
The advertising strategy taps the potential of the internet with an
unprecedented application of technology and the world's first
"intermercials".
The creative execution for AT&T's advertising replaces the current model of
"static" banners with an approach that engages users with "interactive,
brand-centered experiences" -- the first true intermercials on the web.
AT&T's intermercials distribute interactive content that is integrated with
the AT&T Olympic Web site and traditional broadcast advertising. These new
intermercials feature technologically advanced applications such as Java,
Shockwave, QTVR and HTML forms, to provide online users with 20-30 second
mbursts of interactivity.
The ads enable web users to access AT&T's Online Games, view live video
feeds of AT&T's Global Olympic Village in Atlanta and take a virtual tour
of the Olympic Museum -- all without having to leave their existing
session.
"With this strategy, AT&T is raising the standard of advertising on the Web
in a way that rewards the user," said Stephen Graham, AT&T director,
national marketing communications. "Not only are we providing information
in a more interesting and relevant context, but we are bringing people
around the world together to experience the thrill of the Olympic Games in
a truly innovative and engaging way."
Underlying the creative strategy is an unprecedented approach to media
placement on the web. The web media strategy is another "first" as it
creates a universal presence for AT&T on virtually all the top web sites
simultaneously. With this media strategy, AT&T creates a unique gateway to
a wealth of Olympic information
and provides everyone throughout the world with the opportunity to
participate in the Games on the web. (To date, people representing more
than 165 countries have already participated in AT&T's web Olympic
experience.)
The objective of this advertising campaign, according to Graham, will be to
provide both a ubiquitous web presence for AT&T and a unique opportunity
for web users to share in the excitement of the Olympic Games through an
unparalleled combination of creative and technology.
The AT&T Web advertising campaign will begin two days prior to the Olympic
Games' opening ceremonies and will run during the Games. Sites in the
campaign include: NandoNet (www.nando.net), Cool Site of the Day
(cool.infi.net), USA Today (www.usatoday.com), Atlanta Journal Constitution
(www.atlantagames.com), Sports Illustrated (www.pathfinder.com/si),
Infoseek (www.infoseek.com), AllSports (www.allsports.com), ESPN
(espnet.sportszone.com), Magellan (www.mckinley.com), Real Audio/Timecast
(www.realaudio.com), Lycos (www.lycos.com), Excite (www.excite.com),
WebCrawler (www.webcrawler.com), Netscape (www.netscape.com), Yahoo
(www.yahoo.com), RSN (www.rsn.com), NBC (www.olympic.nbc.com), Sportsline
(www.sportsline.com), Pathfinder (www.pathfinder.com), America Online
(www.aol.com), NBA (www.nba.com), CNN (www.cnn.com), Discovery
(www.discovery.com), MTV (www.mtv.com), Disney (www.disney.com) cnet
(www.cnet.com) and the new AT&T WorldNet service (www.worldnet.att.com).
As a Centennial Olympic Games Partner and proud sponsor of the U.S. Olympic
Committee, AT&T is providing long distance voice, data and video services
and telecommunications equipment to support the athletes, coaches and
visitors to the 1996 Olympic Games.
The AT&T Olympic Games Web site and interactive advertising strategy were
developed by Modem Media, an interactive marketing agency in Westport,
Conn. The campaign will also utilize elements of the broadcast advertising
created by BBDO/New York.
CONTACT: Karyn Vaughn-Fritz | AT&T | 908/221-7974 (work) |
kvaughn_at_attmail.com | or | Patty DeLana | Modem Media | 203/341-5203 (work)
| pdelana_at_modemmedia.com
[07-15-96 at 08:19 EDT, Business Wire]
