In-Game Advertising in Anarchy Online

Anarchy Online players will soon see advertisements on billboards stationed in central regions of the game’s futuristic landscape. Online game developer and publisher Funcom, based in Sweden, announced today that it has inked an exclusive deal with New York City-based Massive, one of a small number of companies creating a viable market in in-game advertising.

As consumers spend less time watching television and more time playing games (as indicated by numerous studies, including one from Nielsen), the game industry is turning its attention to understanding the potential to drive additional revenue from in-game advertising.

The Billion Dollar Water. Evian = Naive?

Chris Busch writes:

Take Evian ?? origins in the French Alps, mountain aquifer, special bottling process. Feel fresh, young, and beautiful with Evian, the original beauty product. The story tells of the Cachat Springs located in the quaint town of Evian-les-Bains on the southern shore of Lake Geneva in the Haute Savoie region of the French Alps. Suddenly I’m having a European experience through the bottle of chilled water I just procured at the c-store with the filthy floors. I feel healthier. I’ve redefined cool. It’s not just water, but water from the French Alps. It’s superb water. Beyond all other waters. I feel smarter. I look better. You’ve lifted me out of my mundane, middle-class existence. Thanks, Evian. I love you. I need you.

Continue reading “The Billion Dollar Water. Evian = Naive?”

Tickle me Baby! I’m 100% yours. Discover Axe

Axefeather is a website created to promote the deodorant Axe (Lynx in the UK) among young people. Feather is part of a series of brand building executions aimed at a male target audience of 16- to 20-year-olds inviting them to tickle an attractive girl lying on a bed with a feather. Depending on where she’s being tickled the girl responds with a variety of wriggly reactions. The site recorded over 2 million visitors in two weeks(!) and has just won The Guardian monthly interactive showcase. Sexy! The executing agency is Dare Digital.

MasterCard. The Evolution of a Global Brand Mark

The small but meaningful changes in the MasterCard brand mark over time reflect the brand’s increasingly global reach. In the early years of the brand, lnterbank was represented by the “i” symbol—a straightforward means of identifying participating members of the Interbank Card Association.

1. 1966
17 bankers meet in Buffalo, New York to form a federation for the reciprocal acceptance of their credit cards. Once the federation becomes formally chartered, The Interbank Card Association creates the “i” symbol as its mark.

2. 1969
The Master Charge name and graphics are adopted to provide stronger brand identification. The new brand mark features the Master Charge name centered between two interlocking circles of red and ocher. The “i” symbol is retained in a smaller size at the bottom right corner for purposes of continuity.

3. 1979
Master Charge becomes MasterCard. The “i” symbol is retired.

4. 1990
A bolder, more contemporary brand mark and identity system are introduced. The mark maintains the two interlocking circles with 23 horizontal bars, and uses an italic, sans-serif typeface.

5. 1996
As part of a global effort to strengthen the MasterCard brand, a new, enhanced Brand Mark is unveiled. The Brand Mark’s visibility, recognition, and overall brand image are improved, with new features including larger lettering highlighted with a drop shadow, fewer interlocking bars within the circles, and a new dark blue background for use on decals and signage.

What do we learn from this?
Carefully adapting the brand to present time while keeping in mind that people got used to the old logo is key. One can refresh a brand by redesigning it but also kill it completely. There are more “extreme” rebranding examples like Burger King or Pizza Hut but most of them focus on a different, more flexible target group. They’re not into the money business.

Milka Cow vs. Milka Couture – 1:0

Brand: MilkaMilka Budimir, french fashion designer based in Valence, is no longer allowed to use the domain This monday, a court in Nanterre has adjudicated that Kraft Foods, owner of the brand Milka, will be given full rights and control over the domain name, thus forcing the tailor to abandon her presence on the web. Ms. Budimir registered in 2001, Kraft Foods had first claimed its right on the domain name in 2002. “First come, first served” on the internet doesn’t seem to be valid anymore. The trade mark right wins against personal right.

52nd International Advertising Festival in Cannes

The committee of the 52nd International Advertising Festival in Cannes, France has officially announced the jury for this year’s event, taking place from 19th till 25th June 2005.

John Hunt (worldwide Creative Director of TBWA\Worldwide) will be responsible for the categories “Film” and “Press & Outdoor”, Malcolm Poynton (Executive CD Ogilvy & Mather) for “Radio” and Jeff Goodby (Co-Chairman, Goodby Silverstein & Partners) for “Integrated Advertising”.
The jury will have to look through over 15.000 entries in total.