Online Branding Ideas

Karlsberg presents Mixery's music portal

Karlsberg has launched a music portal to support its "strange" drink Mixery which combines bier+coke+x. (I knew about Fanta+bier, but I can't imagine Coke+bier... no offense, but only Germans are able to drink this kind of stuff.)

As Wuv explains, the portal allows users to download music, logos and ringtones for their mobile phones. There is also a competition connected to the initiative, with the sms-codes printed on Mixery's labels, consumers can get some of the above mentioned goodies as well.

Branding online for the TGV

SNCF, the French railways' company is promoting its famous ultra fast train "TGV" with an online effort and a viral campaign. Le Journal du Net (in French) explains SNCF has produced three web movies which have been seen by more than 18,000 users in less than a week. The site Cestunchoix.com, supports the initiative, presenting the videos and the possibility to send them to friends. SNFC says this is essentially a branding campaign, and it's the firtst time the TGV service is promoted on the Internet.

"We know why you fly"

Says American Airlines introducing its brand repositioning campaign. The company wants to reinforce its brand in the marketplace with a comprehensive integrated, bilingual marketing program. The advertising program includes television, radio, print and online ads in both English and Spanish.

The web will play an important role in the initiative, with a dedicated site titled WhyYouFly.com (accessible through AA.com... but I was unable to find it out). The site will establish a dialogue between American and its customers, inviting customers to send in stories, photos and video that illustrate why they fly. The site also will enable customers to view the program advertising, as well as learn more information about the features and functions of AA.com, such as online flight check-in, flight status notification and online reservations.

"Race the Pros" builds awareness

Dodge brands received a boost in awareness thanks to an advergame, "Race the Pros" created by Wild Tangent. As ClickZ reports, awareness of Dodge brands was up 27.6 percent among Internet users who had played a new online branded game.

On its web site, Wild Tangent features an interesting ''advergames corner'' presenting research and trends in the industry. A bunch of useful info for marketers.

ING Bank: online internal branding

Employees of ING Bank surfing the web will be exposed to highly targeted banners from the company they work for. Dutch web site Marketing Online reports that ING Bank is currently running an online internal branding campaign which aims to reinforce the new brand positioning. Advertising spaces have been bought on Mns and Lycos, banners and skyscrapers will be served with an IP targeting technique.

Branding in online communities

Marketers who want to promote their brands in online communities need to pay a lot of attention not to hurt users' sensibility. The risk of spamming or spying is always high. On iMediaConnection Neal Leavitt investigates the new ways a Californian company is experimenting in order to effectively build brand awareness in online communities. The "Online Community Outreach (OCO)" features three levels of forum sponsorships, offering marketers with the possibility of precise targeting and excellent positioning.

The first results are very positive, let's wait and test the patience of online communities' members. Advertising is everywhere...

Online ads work for branding

Yahoo! and Dynamic Logic have released today the results of a research that fturther demonstrate that online advertising can provide significant branding benefits to advertisers across all key branding metrics. In addition, the research illustrates that advertising on Yahoo! performed better in general in raising awareness than online advertising. Wenda Harris Millard, chief sales officer, Yahoo! comments:

"Historically, the conventional wisdom in the industry is that the primary role of Internet advertising was to drive immediate action online by the consumer, whereas the branding benefits have not been as well recognized or understood as the direct marketing advantages. This research shows that online advertising provides significant brand lift across all of the key metrics, further underscoring that online advertising should be an important component of every branding campaign and can be used stand-alone or as a complement to other forms of media."

Interesting but we need to pay attention: let's not forget where these findings come from. It remainds me of the research commissioned by the National Butchers Associations which finds out that to be healthy you need to eat meat at least four times a week.

More ideas can be found at www.adverblog.com/archives/cat_branding_online.htm