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.
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.
The Austrian art collective Monochrom attempts to evaluate the actual power of brands by making people draw a total of twelve logos from memory, 25 people per brand. Their website Brandmarker shows quite interesting results.
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.
The hot youth brand Mountain Dew launches a new site and sharper-edged logo, appearing to be in constant motion, while retaining the trademark green, red and white coloring. Designed to appeal to young men, the Web site now features a front-page skateboarding game set in a detailed cityscape and more community features.
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” symbolâ€”a straightforward means of identifying participating members of the Interbank Card Association.
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.
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.
Master Charge becomes MasterCard. The “i” symbol is retired.
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.
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 Budimir, french fashion designer based in Valence, is no longer allowed to use the domain www.milka.fr. 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 milka.fr 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.
Since introducing Red Bull in 1987 Dietrich Mateschitz (CEO) has invested heavily in building the brand. Last year he spent over 30%, or $600 million, of revenue solely on marketing. In comparison: Coca-Cola spends 9%. But spending lots of money isn’t the only advantage. Read on why Red Bull’s marketing is so clever: Article on Forbes.com (3 pages in detail)
There’s an interesting read on USA Today about people getting money with Google AdSense, ranging from 2$ to over $4000 each month. Additionally the article contains information on how to optimize ones revenue but also sheds light onto click fraud.
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.