Omniture's SiteCatalyst technology tracks site visitors' behavior and, based on that, creates different kinds of visitor segments. This information is then shared with 24/7's Open AdStream product, which serves an ad based on a particular segment. AdStream technology also can track clicks and ad interactions, which is tied into the Omniture data back end.
6 | DMNEWS | May 4, 2009 | www.dmnews.com GOVERNMENT THE FTC, ‘NEGATIVE OPTION MARKETING’ AND YOU P8 INTEGRATION MERKLE’S WILLIAMS HAS TIPS TO HELP INTEGRATE P9 LEAD GENERATION BEST PRACTICES YIELD BEST LEADS P11 Method selects Euro RSCG NAILEDIT SF as its new digital agency Damian Bazadona, president of digital agency Situation Interactive, discusses a multi- Euro will pronged mobile campaign the work on the Web site for agency did over the past six the line of months for Blue Man Group. eco-friendly home and personal care Q Why did you decide that mobile show since it’s very interactive A typical products would be an effective channel for the show features a large video screen that Blue Man Group (BMG) campaign? displays messages. We had one of the messages be a call for fans in the audience A We wanted to get visitors to Las Vegas to text in with their e-mail address for a interested in seeing the Blue Man Group, chance to receive a backstage tour. For the and also to continue to have a relation- fans that didn’t win, they received a “thank ship with those customers. We realized you” e-mail and were asked if they wanted By Chantal Todé The initial focus will be on product, with a that a mobile campaign would be ideal. to stay on BMG’s e-mail list. We also cre- : As the new digital AOR for premium eco- push to get up on the site more information There are a lot of possibilities for interac- ated a WAP version of the BMG site and friendly home care products brand Method, on product development and what’s includ- tion, and [the mobile device] is the one an iPhone game that consumers could agency Euro RSCG San Francisco will be ed in the packaging and formulations. thing people always have on them. interact with on their smart phones. looking to make digital a bigger part of the The goal of these efforts is to encourage brand’s customer communication efforts. trial, Fung said. “We want to make sure Q What was your approach? Q Why is this interactive element impor- “We came in with a strong recommenda- people know how effective these products tant to a mobile campaign? tion that digital is at the core [of Method’s are while at the same time being healthy A We looked at all aspects of ticket eco-friendly message], but they’re not cur- for your home,” he explained buying cycles to see how mobile fits A With mobile the consumer is clearly rently taking advantage of this,” said Mike Highlighting how the products look will into that. Since Vegas is such a walk- in control; they have opted in for a spe- Fung, executive creative director at Euro be another goal. “You may see more of a up market, we did a “text and snipe” in ciﬁc reason. The consumer knows exactly RSCG San Francisco. He explained that stripped down shell that works harder to conjunction with BMG bus ads, where what they are engaging in, and they do Method does more than just make eco- showcase the products because the indus- the ads had a short code you could text not usually want 1,000 text blasts. When friendly products and is infused with a trial design is so beautiful,” said Fung. to win tickets. We also offered consum- you can run mobile campaigns where the planet-friendly ideology from top to bot- A secondary goal will be to build up the ers on the ofﬁcial Blue Man Group Web consumer can interact with the brand, they tom, but this idea currently isn’t coming brand’s social marketing strategy. There is site the ability to give us their mobile are more willing to listen to the message. across on the brand’s Web site. already an active group of approximately number and date they will arrive in Las The agency is tasked with developing 10,000 consumers who have joined its Vegas to receive last-minute availability Q What were
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