Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
13.8 NewsBreaker Live The final push of the campaign came in June with the launch of the first-ever in-cinema interactive audience game, NewsBreaker Live. The game premiered in Los Angeles before the movie Spider-Man 3 and then moved on to Philadelphia and White Plains, New York. Figure 13.12 msnbc.com introduced the first-ever audience in-cinema game: NewsBreaker Live. SS+K worked with the Brand Experience Lab and The Bridge Cinemas to produce and present this game. Audience members control the action on the screen by waving their arms. See the YouTube demo athttp://www.youtube.com/watch?v=y6izXII54Qc. The campaign centered on the overarching brand message, but there are also instances where you use your media buys to promote elements of your company or other marketing efforts. A few examples would be a flyer about an event or a newspaper ad about a sponsorship. Each print ad had the URLhttp://www.spectrum.msnbc.com. Press coverage and management was ongoing throughout the campaign. It was led by Danielle Tracy and supported and implemented by Katie O’Kane and others. Saylor URL: http://www.saylor.org/books Saylor.org 401
13.9 E-mail Blast Figure 13.13 This e-mail blast was sent to the New Yorker’s list as part of an added-value for the print buy. It was geo-targeted to readers who would be able to attend NewsBreaker Live in White Plains, New York. Late in the campaign SS+K utilized the e-mail blast to promote the NewsBreaker Live game as it appeared in White Plains, New York. Each print ad had the URLhttp://www.spectrum.msnbc.com. Saylor URL: http://www.saylor.org/books Saylor.org 402
- Page 352 and 353: position for Apple as revolutionary
- Page 354 and 355: prompted the viewer to think about
- Page 356 and 357: 11.3 Exercises TIE IT ALL TOGETHER
- Page 358 and 359: products? What do you think the fut
- Page 360 and 361: Chapter 12 Make the Message Sell: S
- Page 362 and 363: 1. Define relevance and resonance.
- Page 364 and 365: The common denominator among the mo
- Page 366 and 367: [5] Quoted in Geoff Colvin, “Sell
- Page 368 and 369: In 2007, Dial rebranded its Soft &
- Page 370 and 371: It also helps when viewers don’t
- Page 372 and 373: The solution? Advertisers need to s
- Page 374 and 375: [2] David Carr and Tracie Rozhon,
- Page 376 and 377: providing our consumers with even m
- Page 378 and 379: Tupperware Chairman-CEO Rick Goings
- Page 380 and 381: KEY TAKEAWAY An executional framewo
- Page 382 and 383: 1. Characterize the members of an a
- Page 384 and 385: Art direction has grown in importan
- Page 386 and 387: You can explain why having an emoti
- Page 388 and 389: 3. Go to at least one favorite maga
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- Page 392 and 393: As you saw in the media plan we pre
- Page 394 and 395: 13.4 TV Another important element o
- Page 396 and 397: Figure 13.7 The banners titled “P
- Page 398 and 399: The “Keywords” banner ads were
- Page 400 and 401: 13.7 NewsBreaker Game Another insig
- Page 404 and 405: 13.10 Spectrum Home Page Figure 13.
- Page 406 and 407: 14.1 ROI: Show Me the Money LEARNIN
- Page 408 and 409: Marketers echo this pessimism; many
- Page 410 and 411: The ROI for any campaign must relat
- Page 412 and 413: [1] Jeff Lowe, “The Marketing Das
- Page 414 and 415: While an advertiser in the 1960s co
- Page 416 and 417: National cable metrics from the msn
- Page 418 and 419: Figure 14.8 msnbc.com purchased a
- Page 420 and 421: Read Most: The percentage of reader
- Page 422 and 423: Double-page spreads and bound multi
- Page 424 and 425: 14.3 ROI for Alternative Media LEAR
- Page 426 and 427: Outdoor advertising is quickly movi
- Page 428 and 429: procure products they needed to dre
- Page 430 and 431: Figure 14.15 Chart tracking number
- Page 432 and 433: Online advertising formats have his
- Page 434 and 435: Figure 14.18 In order to optimize o
- Page 436 and 437: In addition to measuring elements o
- Page 438 and 439: Figure 14.24 SS+K compared the rate
- Page 440 and 441: Table 14.1 Final Takeaway and Lesso
- Page 442 and 443: [2] “The Association of National
- Page 444 and 445: 14.4 Exercises TIE IT ALL TOGETHER
- Page 446 and 447: site. Summarize what you have learn
13.8 NewsBreaker Live<br />
The f<strong>in</strong>al push of the campaign came <strong>in</strong> June with the launch of the first-ever <strong>in</strong>-c<strong>in</strong>ema <strong>in</strong>teractive<br />
audience game, NewsBreaker Live. The game premiered <strong>in</strong> Los Angeles before the movie Spider-Man<br />
3 <strong>and</strong> then moved on to Philadelphia <strong>and</strong> White Pla<strong>in</strong>s, New York.<br />
Figure 13.12<br />
msnbc.com <strong>in</strong>troduced the first-ever audience <strong>in</strong>-c<strong>in</strong>ema game: NewsBreaker Live. SS+K<br />
worked with the Br<strong>and</strong> Experience Lab <strong>and</strong> The Bridge C<strong>in</strong>emas to produce <strong>and</strong> present this<br />
game. Audience members control the action on the screen by wav<strong>in</strong>g their arms. See the<br />
YouTube demo athttp://www.youtube.com/watch?v=y6izXII54Qc.<br />
The campaign centered on the overarch<strong>in</strong>g br<strong>and</strong> message, but there are also <strong>in</strong>stances where you<br />
use your media buys to promote elements of your company or other market<strong>in</strong>g efforts. A few<br />
examples would be a flyer about an event or a newspaper ad about a sponsorship. Each pr<strong>in</strong>t ad had<br />
the URLhttp://www.spectrum.msnbc.com.<br />
Press coverage <strong>and</strong> management was ongo<strong>in</strong>g throughout the campaign. It was led by Danielle Tracy<br />
<strong>and</strong> supported <strong>and</strong> implemented by Katie O’Kane <strong>and</strong> others.<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
401
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