Windows Live Messenger is promoted through word of mouth
Microsoft advertises Windows Live Messenger via word of mouth. The nickname of everyone who downloads the program and sends the link to three friends falls on a billboard in the center of Moscow. The main slogan of the campaign - Be On-Live !
Other mottos of the action are: “Forget a place under the sun!” And “Where are you? On a billboard! ” Probably, such an advertising campaign cannot be called highly intellectual, although its author is an advertising agency with a clever name “IQ-Marketing”. Advertising is specially made a little bit in "stupid" style, because teenagers are the main advertising audience. And it really works. To date, 56.326 people have already registered in the promotion (July 10, 10.42 Moscow time), and this number is growing by about a thousand every day.
In order to “score a place in the sun,” you need to register at least three friends using a unique affiliate link. Sponsored links can be sent by mail or published on a blog. This is the word of mouth or the so-called viral marketing, which has been very popular lately among marketers. Theoretically, it allows for more effective advertising campaigns with a more modest budget. Even competitors appreciated the action: “The idea is not bad,” says Nadezhda Belyavskaya, Mail.Ru press officer. “Judging by the way people fight for the first place in the ratings on Photo@Mail.Ru or Blogi@Mail.Ru , it is really important for many that their name (or nickname) be noticed.”
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However, it’s too early to talk about the success of the “viral” promotion of Windows Live Messenger (formerly MSN Messenger). Affiliate links did appear in dozens of blogs, but the main supplier of registrations, apparently, is still advertising on Yandex. A banner ad hung in there all past week at peak times.
“Of the unsuccessful aspects of the campaign,” continues Nadezhda Belyavskaya, “I can mark the domain name, many confuse it with the site www.beonline.ru . Plus, outdoor advertising, which is now hanging on Tverskaya, is incomprehensible even to experienced Network users. ”
On the billboard on Tverskaya ( photo ) need to say special. According to the designer , who designed the original layout, this poster has dimensions of 63 × 21 m plus a side ear of 5 × 21 m. This is the largest layout that she painted in life. The task of the designer was to dress the “buddies” (little men, the messenger symbol), and also to place on the background 10,500 nicks not covered by elements, which represented a “big hemorrhoids”. Although the designer wore a variety of men in different styles, but on the poster “they left the most obnoxious”. According to her assumption, “Microsoft apparently needs to maintain a certain neutrality. Although I had both Bob Marley and Madonna in a triangular bra there ”.
In total, three Windows Live Messenger billboards are already hung in Moscow. Four more are planned.
As you know, Microsoft officially began distributing Windows Live Messenger in Russia three weeks ago . The new Windows Live Messenger Internet Pager is designed to replace the MSN Messenger service. In the future, it is also planned to launch additional Internet services Live Mail (postal service), Live Spaces (blog service) and Live.Ru (personal page), and the Windows Live Messenger Internet pager may be included in the standard package of the new Windows operating system. Vista The president of Microsoft in Russia and the CIS, Olga Dergunova, hopes that their Internet pager in3-5 years will become the leader in the number of users in Russia.
Other mottos of the action are: “Forget a place under the sun!” And “Where are you? On a billboard! ” Probably, such an advertising campaign cannot be called highly intellectual, although its author is an advertising agency with a clever name “IQ-Marketing”. Advertising is specially made a little bit in "stupid" style, because teenagers are the main advertising audience. And it really works. To date, 56.326 people have already registered in the promotion (July 10, 10.42 Moscow time), and this number is growing by about a thousand every day.
In order to “score a place in the sun,” you need to register at least three friends using a unique affiliate link. Sponsored links can be sent by mail or published on a blog. This is the word of mouth or the so-called viral marketing, which has been very popular lately among marketers. Theoretically, it allows for more effective advertising campaigns with a more modest budget. Even competitors appreciated the action: “The idea is not bad,” says Nadezhda Belyavskaya, Mail.Ru press officer. “Judging by the way people fight for the first place in the ratings on Photo@Mail.Ru or Blogi@Mail.Ru , it is really important for many that their name (or nickname) be noticed.”
')
However, it’s too early to talk about the success of the “viral” promotion of Windows Live Messenger (formerly MSN Messenger). Affiliate links did appear in dozens of blogs, but the main supplier of registrations, apparently, is still advertising on Yandex. A banner ad hung in there all past week at peak times.
“Of the unsuccessful aspects of the campaign,” continues Nadezhda Belyavskaya, “I can mark the domain name, many confuse it with the site www.beonline.ru . Plus, outdoor advertising, which is now hanging on Tverskaya, is incomprehensible even to experienced Network users. ”
On the billboard on Tverskaya ( photo ) need to say special. According to the designer , who designed the original layout, this poster has dimensions of 63 × 21 m plus a side ear of 5 × 21 m. This is the largest layout that she painted in life. The task of the designer was to dress the “buddies” (little men, the messenger symbol), and also to place on the background 10,500 nicks not covered by elements, which represented a “big hemorrhoids”. Although the designer wore a variety of men in different styles, but on the poster “they left the most obnoxious”. According to her assumption, “Microsoft apparently needs to maintain a certain neutrality. Although I had both Bob Marley and Madonna in a triangular bra there ”.
In total, three Windows Live Messenger billboards are already hung in Moscow. Four more are planned.
As you know, Microsoft officially began distributing Windows Live Messenger in Russia three weeks ago . The new Windows Live Messenger Internet Pager is designed to replace the MSN Messenger service. In the future, it is also planned to launch additional Internet services Live Mail (postal service), Live Spaces (blog service) and Live.Ru (personal page), and the Windows Live Messenger Internet pager may be included in the standard package of the new Windows operating system. Vista The president of Microsoft in Russia and the CIS, Olga Dergunova, hopes that their Internet pager in
Source: https://habr.com/ru/post/4146/
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