Yahoo Finance’s BMW3 Campaign

http://www.paidcontent.org/pc/arch/2005_05_06.shtml#013603

via bernice

http://www.mediafact.nl/comments.php?id=8497_0_1_30_C

Yahoo Finance has a new twist on advertiser integration: for the new BMW 3 campaign on the site, it is turning on the “e”s in the section titles into “3”…which in turn link to BMW’s site for the new car (works cross-browser)…

Ask me, and I think this is pushing it: I, for one, am not a proponent of messing with the story/information/editorial flow, which is why I have warned against using tools such as IntelliTxt (Forbes.com tested it last year, among others…)

Anyway, the counter argument is that Yahoo Finance is not editorial, and it is just information, and commerce info at that. As a marketer, this is a dream integration, for sure.

Another thing Yahoo’s is trying, and this is good: asking for feedback on new ads…much like what Engadget started doing a few months.

BMW heeft een campagne gedraaid op Yahoo! Finance waarbij over de E is vervangen door een 3 (die werd gelinked naar de BMW 3 actiesite):

http://www.paidcontent.org/pc/arch/2005_05_06.shtml#013603

Tot zover niets bijzonders ware het niet dat Yahoo! er een survey onder de bezoekers aan heeft gekoppeld:

http://surveylink.yahoo.com/wix/p0125693.aspx

Vergelijkbaar met wat Engadget van tijd tot tijd doet met nieuwe advertentieformaten:

http://www.engadget.com/focus/