Friday, July 29, 2005

Old media using interactive techniques

[Tags: , , ]. From the Online Publishers Association mailing [members@online-publishers.org]:

Cannes Roundup: Old media using interactive techniques
While interactivity is usually associated with online ads, it was the interactivity of offline advertisements that took home creative honors at the Cannes Lions International Advertising Festival. Proctor & Gamble, for instance, won a Lion for a detergent campaign that included a roving truck and washer that laundered clothes for the needy. Scruffs sent out 1,000 soft porn-style DVDs to promote its work clothes, while Renault ran two different TV ads on two different channels simultaneously -- with the ending on a Web site. "Technology is making old media reinvent themselves," OMD's Mark Stewart told USA Today, which had multiple reports from Cannes. "We saw old media in new and different ways." So why are old-line advertisements looking for an interactive boost? J. Walker Smith, president of Yankelovich, told USA Today that consumers today encounter from 3,500 to 5,000 marketing messages per day, vs. 500 to 2,000 in the 1970s. In the Cyber Lion categories, Brazil netted the most awards, 23, while the U.S. came in second with 20.
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» 'Viral' advertising spreads through marketing plans (USA Today)
» New uses of traditional ad media roar to awards (USA Today)
» Interactive ads take a page from the Net (Globe and Mail)
» U.S., Brazil Capture Grand Prix Cyber Lions in Cannes (DM News)
» Advertisers forced to think way outside the box (USA Today)
» International Ad Festival News (AdAge coverage)

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