Volvo promotes 2010 XC60 with YouTube takeover by ProQuest


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									        4 | DMNEWS | April 20, 2009 |


        Volvo promotes                                          Hearst adds coupons to its Web properties
        2010 XC60 with                                          By Lauren Bell
                                                                : Hearst Magazines Digital Media has part-
                                                                                                                  popularity with American consumers: In
                                                                                                                  December 2008, searches that included
                                                                                                                                                                     the company’s sales team, which plans to
                                                                                                                                                                     add coupon opportunities to packages for
        YouTube takeover                                        nered with to add online,
                                                                printable coupons to its Web sites − a first
                                                                                                                  words like “coupon” hit 19.9 million — a
                                                                                                                  19.9% increase over December 2007 —
                                                                                                                                                                     core advertisers.
                                                                                                                                                                       The company is observing user behavior
                                                                for the company.                                  according to ComScore. The word “dis-              for use in future optimization of the offers,
        By Mary Elizabeth Hurn                                     The rollout follows a month-long test          count” rose 26% to 7.9 million.                    but right now there are no plans to target
        : Coinciding with the New York Auto Show                run of the couponing program on Hearst's             “Adding coupons was a response to peo-          specific coupons to specific users. ●
        last week, Volvo, Euro RSCG New York                    budget-focused Quick and Simple Web site,         ple’s wallets being a little thinner,” he added.
        and Media Contacts launched an interactive              which saw users printing 56,000 coupons           “They need their dollars to go farther and
        homepage takeover of                       worth $100,000 in just a month. A coupon          are looking for ways to do that while enjoy-
           The initiative also marked the debut of              gallery now appears on food site Delish.          ing the same recipes [as] before.”
        an expandable banner ad, which promoted                 com — which boasts more than 5.5 million             In addition to the printable coupon gal-
        Volvo’s 2010 XC60 by highlighting its “City             unique monthly visitors — and will expand         lery, Hearst has placed a coupons option
        Safety” feature, which stops the vehicle at             to other Hearst sites, like Good Housekeeping’s   in the sites’ navigation bars and is adding
        low speeds to avoid collisions.                         and Redbook’s, in the coming months.              hyperlinked coupons for specific ingredients
           The banner incorporated a Twitter feed                  “We’ve been watching consumers click           into the recipes on For example,
        from @VolvoXC60, in which Volvo spokes-                 more on content that involves saving money        if a recipe calls for two teaspoons of salt, a
        people Tweeted live from a test drive outside           across all our sites,” said Chris Johnson,        link there might lead to a “20 cents off Mor-
        the show. Twitter was a great way to reach              VP of content and business development,           ton’s salt” coupon. Hearst also is exploring
        the 25-45 year old target demographic made              Hearst. “We were running test editorial to        ways to provide coupons through a weekly
        up of tech-savvy influencers, said John Stew-            see if people were interested in the theme of     “Super Saver” e-mail program to readers.
        ard, creative director for Euro RSCG New                saving money [on] food, and they were.”              Adding coupons to its sites will not only
        York, which had digital responsibilities for               Johnson pointed to recent ComScore             help Hearst better engage site users. The
        the campaign.                                           numbers as proof of coupons’ growing              move also presents more opportunities for is the first Hearst site to add coupons

                                                                Discovery goes digital with Microsoft- RetailMeNot ups
                                                                powered Deadliest Catch campaign printable offering
                                                                By Dianna Dilworth                                   The main push began across the Microsoft        By Chantal Todé
                                                                : Microsoft Advertising has launched a mul-       Media Network with the April 14 season pre-        : Electronic coupon Web site RetailMeNot.
                                                                tichannel advertising blitz for the Discovery     miere. For that day, Discovery bought more         com, which receives upwards of 9 million
                                                                Channel’s Deadliest Catch series.                 than 90% of the advertising inventory on           visitors each month, has entered into several
                                                                   Discovery is spending the show’s entire        MSNBC, Fox Sports, MSN, MSN Mobile                 strategic partnerships enabling it to offer
                                                                online advertising budget on the campaign,        and Xbox LIVE and also ran a home page             consumers printable coupons that can be
                                                                which promotes the series’ fifth season. The       takeover across MSN and MSN Mobile, a              redeemed at local stores and restaurants.
                                                                campaign, which will run across MSN, MSN          first of its kind for a media buy. A mobile            The partnerships are with MoneyMailer.
        Volvo sees a future in social media for its marketing   Mobile, Windows Live Hotmail, Microsoft           WAP site was developed by Microsoft sub-           com, which helps marketers integrate shared
                                                                Live Search and Xbox LIVE, in
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