NONE: Re: ONLINE-ADS>> Dunkin' Dounts Web advertising
Re: ONLINE-ADS>> Dunkin' Dounts Web advertising
Will Margiloff (will_at_jumbo.com)
Thu, 25 Sep 1997 08:10:01 -0400
brianh_at_pulleyn.com (Brian Halligan) wrote:
>
>Hello everyone,
>
>What is the consenus on the new campaign? As a young Copywriter Intern
>without much Web advertising experience, I thought that giving Jumbo! a Dunkin'
>Dounts identity was a great idea on the part of DD's ad agency. The ad is
>tied in with their
>print campagin (i.e. the "free donut" and related coupons for a dozen
>donuts, or breakfast
>sandwich,) and there is some fun interactivity involved with the vote for
>"Fred's" new
>career choice.
>
>Of course, how brilliant this advertising is depends on the response, as
>well as the undisclosed advertising costs. Is there something I'm missing
>here in
>my relative ignorance of the inner workings of Web advertising, or is this
>type of
>advertising going to be a successful method for large clients in the future?
Brian:
Thanks for the nice note. As you noted in your posting, this is definitely
the way web sponsorships are moving. It allows web savvy advertisers the
luxury of doing sponsorships not possible in other mediums. Besides the
fact, it was fun to for both the agency, Jumbo! and the users.
Response has been overwhelming (over 50,000 responses in five days) and the
results from the voting will be posted this friday September 26, 1997.(
http://www.jumbo.com )
On a side note, this wasn't a barter ad for donuts or coffee. Sponsorships
like this one are unique and generate a great response. Knowledgeable
advertising agencies like Cone Interactive understand the value of these
types of opportunities and are willing to pay for them.
Overall, we are very happy about how it all turned out and we look forward
to creating another unique opportunity for our next "Companyized" Home Page
campaign.
Will
===========================================
Will Margiloff, V.P., Advertising & Marketing
Jumbo Inc.
43 West 33rd, NY, NY 10001
tel: 212-244-2870 ext. 11, fax: 212-244-2877
email: will_at_jumbo.com, Site URL: http://www.jumbo.com
===========================================
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