UKNM: RE: UKNM Digest V1 #258

[John Braithwaite]

I'm sorry for being a little bit slow on the uptake - but isn't this

what Tetley are going to be doing with their sponsorship of the Rugby

World Cup???


Now, let's have a poll:

Who thinks that people are going to visit the site because it's run by

sponsors?

Who thinks the site is going to generate high volume traffic?

Who thinks that this is because it's going to be THE site for the Rugby

World Cup?

(by the way: I have not worked for, or in association with, Tetley)


I think they'll be very pleased with the overall coverage and brand

awareness that the combination of the sponsorship of the World Cup and

the website will create.


But would I visit the site if it was just for Tetley bitter? I think

not.


On Thu, Sep 02, 1999 at 08:26:43AM +0100, Ray Taylor wrote:

> But the other thing I think clients should be prepared to do (I have argued

> this point with several, and so far without success) is to create sites, or

> micro-sites for specific, short-lived brand campaigns, and fronted either by

> banners or other brand presense on content sites. These would need to be

> used together with banners and/or other kinds of content site sponsorship.


What sort of objections were raised?


I think this is an interesting idea.  As you imply from the rest of your

message, you don't intend the focus of this mechanism to be traffic

traffic traffic, so I take it that the objective is to deliver a short

sharp one-off message (as return visits are highly unlikely).  Are there

any examples of this method?  How do you see this as an advantage over

delivering the message through creatives actually on a page of a content

site? 

********************

UKNM is sponsored by Excite UK, visit us at http://www.excite.co.uk.

Email Khalil Ibrahimi

khalilexcitecorp [dot] com (mailto:khalilexcitecorp [dot] com)

 to advertise on Excite.

********************

Change your UKNM subscription use http://www.chinwag.com/uknm.html