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Showing posts with label Yahoo. Show all posts
Showing posts with label Yahoo. Show all posts

Wednesday, April 27, 2011

Introducing the All-New "Doug" to Yahoo! Mail Users



I really like the ad unit Yahoo! started last year on their Yahoo! Mail website where a company can purchase the entire login page's background. It has a crisp, generous look and the ad never gets lost in the typical clutter of ad banners, typical of other Yahoo! web properties. Today Ford decided to run a full page unit for the Ford Focus. Or did they? It seems like that was the plan until someone, or is it some thing, decided to takeover the promoting of the all-new Ford Focus.

That "thing" if you haven't heard of it by now is Doug, Ford's Spokespuppet. And yes, "spokespuppet" is not a real word; instead, it is a whole new concept in automotive marketing lingo. Doug and his human sidekick John are bringing some humorous snark to the launch of the Focus. It's almost a little sad that the focus (pun intended) here is an orange puppet when Ford has an amazing new re-introduction of the Focus, having finally brought over to the States the European model that many have been asking for for years.

Back to Yahoo!

Ford's ad unit brought significant awareness not to the car (well indirectly it did), but to a puppet. All of the calls-to-action for the ad unit go to Doug's Facebook Fan page where one can "Like me. Love was not an option." Not one link goes to the Ford Focus website to learn about the car.

It's an interesting decision and perhaps a wise one as one website put it, "Ford Profit Fueled in Part by Social Media".

I can't think of any situation in the almost 4 years I've been writing this blog where a major ad buy from a car company drove entirely to a puppet on Facebook. Sorry, "spokespuppet."


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Wednesday, June 30, 2010

Toyota Goes Digital to Market Safety Perception Gap



Toyota is in a real tailspin lately after countless recalls and the latest JD Power Quality Rating that gave the automaker a terrifying drop from 6th to 21st place out of 33 brands. Some industry pundits feel Toyota has enjoyed a leisurely advantage from their customers’ perception of strong quality over the years while in reality it has been deteriorating. A recent episode of Autoline After Hours had host John McElroy commenting on how all of the news is finally showing some of the chinks in Toyota’s quality armor that many consumers have known this for years. (As a side note: If you like this blog, you'll love Autoline After Hours it is by far the best Auto Industry podcast. I highly recommend it for weekly viewing.)

Whatever the case with Toyota’s real or perceived quality and safety issues are they have launched a major digital media campaign to respond to the safety issue.

The initial response was Toyota’s Recall landing page, but now they are moving to a strategic response around “Toyota Safety”. The online ads are directing people to the new safety site that communicates some of Toyota’s efforts around building safe cars. They feature their IIHS Top Safety Pick ratings, their SMART Teams who conduct rapid on-site analysis of issues, and their TV spots (online video) feature safety engineers and families that trust the brand. “At Toyota, we’re currently investing one million dollars an hour to enhance the safety and technology of our vehicles.”

Toyota has even branded their five safety features under the “Star Safety System” which is now standard on all their vehicles. What is the system? It’s traction control, stability control, anti-lock brakes, electronic brake distribution, and brake assist.

The latest ad buy was one recently used by Chevrolet on Yahoo! Mail that uses a background look to the mail login page (see image at left.) They are also buying several key placements on Facebook to get the message out.

I really like Toyota’s Safety landing page. It provides four clear messages with some well-executed online video explaining the company’s commitment and seriousness about responding to their safety perception issue. After months of news stories reporting unattended accelerating vehicles --some true and some alleged hoaxes -- the company needs to show they make safe vehicles.

The question now is will we see a Toyota Quality landing page after their plunging JD Power Quality rating? If one types in http://www.toyota.com/quality the page is redirected to http://www.toyota.com/productleadership/#/Precision. This page does not look like it is ready for prime time as a destination for online media, but that could easily change if Toyota uses the same formula they have for the Safety and Recall landing pages.


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Monday, June 14, 2010

Chevrolet Ad Buy with Yahoo! Brings the Bing



I ran across a very interesting ad buy from Chevrolet, or is it Chevy, this morning on Yahoo! Mail's login page where a Chevrolet Malibu interior is featured taking up 95% of the background of the page. It looks very similar to what the search site Bling does, but it is an ad not just background wallpaper.

I thought I'd share this because it really is well-done and a very interesting ad buy that was something you can't ignore from the car you can't ignore. Plus I like how simple Chevrolet kept it with just one simple call to action: "Learn More". I'm certain the click-through-rates on this buy were very nice; though, it would be interesting to see if it was effective enough to cover what I'm sure was a very pricey ad placement.


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Thursday, April 9, 2009

Banner Glut


Okay, here is a test: Who sponsored this page on Yahoo! Movies? (Insert Jeopardy music) Okay you don't really need 30 seconds to figure this one out. Yep, you guessed it... Acura. Congratulations! You win the Over Sold Online Media Placement award.

Not much to say about this one except that I didn't realize Acura's target consumers had such a passion for The Three Stooges. I would've guessed Three Stooges fans were more Scion xB drivers.
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