Today marketeers are not averse to try out different channels of media to create desired effect that too with some unique blends. Network 18 owned In.com in such practise has tied-up with Sprite for a close knitted Ad campaign across the e-mail service of its portal.
The user of e-mail service is presented with an image of sprite ‘Seedhi Baat In’ while hovering over inbox button whereas ‘Bakwaas Out’ image on trash icon. The campaign also features sprite banner at the top of mails.This Ad campaign is brain child of Madison-media agency for Sprite.
This Ad campaign could be very effective looking at the way it portrays the ‘true and bindass’ image projected by sprite in promotions. The banner Ad is redirected to a promo page organized by sprite for the purpose of ‘Kholega Toh Milega’ contest.
According to Srinivas Murthy, Coca-Cola India, “We are always on the lookout for innovative opportunities to connect and engage our consumers. Over the years, Sprite as a brand has become synonymous with having no nonsense, honest and cut-through attitude. We are pleased to partner with In.com for the latest digital initiative which leverages Sprite’s cut-through perspective of life – Seedhi Baat, No Bakwaas. Sprite’s tagline is creatively blended with the mail box section of In.com to offer consumers a unique and one-of-its-kind experience. We hope that consumers will find this initiative extremely appealing.”
This campaign is preceded by recent wave of such other social media Ad campaigns such as Nokia’s email and RCom’s GSM free call banner Ad. The best thing about such campaigns is the low cost of acquiring such tie-ups and the huge benefits derived.At the same time it also benefits the portals in monetizing their online properties in a very effective manner.
The focus of such campaigns has been to ignite user engagement with the brand rather than plain vanilla CPM advertising. The recent focus of big corporations like Nokia, Coca-Cola and RCom on social media engagement only goes on to validate the effectiveness of such initiatives and larger thrust on such campaigns in future.
