Viral campaign relies on 'cool sites'
Article Abstract:
Lee Apparel Co Inc, based in Kansas City, KS, has launched a viral marketing campaign by sending e-mail to 200,000 people between the ages of 17 and 24. The e-mail showed characters that include a racecar driver, a Latino DJ and a martial arts expert as well as the Web addresses of these characters. According to Bill Morgan, media planner at Lee's agency, Fallon McElligott Inc, the objective of the campaign is to make these characters recognizable so when television spots featuring them are aired on Sep 4, 2000 on ABC they will already be familiar with viewers.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Whitehall-Robins pulls TV spot
Article Abstract:
Whitehall-Robins has decided to pull the television (TV) spot for its Dimetapp cold remedy after being urged by the Retail Council of Canada (RCC). The TV ad depicted thieves smashing their car through a store window and stealing merchandise, which the association thinks has made light of a seroius issue. The compliance of the Mississauga, Ontario-based company has been appluaded by RCC.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
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