MSN Promotes Hotmail With Cross-Media Ad Campaign
MSN is investing half a million pounds in a cross-media advertising campaign to promote its new mobile Hotmail service.
The promotion, which includes outdoor ads on the London Underground, press activity and branded cinema tickets, is designed to raise awareness of MSN’s new technology, which allows people to send and receive Hotmail messages via SMS.
The campaign will feature the strapline “Get Out More” to communicate the freedom that the mobile email service gives users to leave their computers, but still be in touch with their friends via Hotmail.
Ad sites have been specially chosen to reach consumers on the move and on their way to work, in an attempt to reinforce the message that they can access their Hotmail account wherever they are.
The campaign will also include a two-week long competition in Associated Newspapers’ Metro titles, which will invite readers to share stories of important emails they have missed because they weren’t at their PC.
The promotion on cinema tickets, which is being launched to coincide with the release of X-Men 2, will also feature a competition encouraging consumers to text their individual cinema ticket number in order to win a variety of prizes.
The campaign will have a strong online presence, with over 12% of the total marketing budget being spent on digital marketing.
Amanda Anthony, trade marketing manager at MSN, commented: “We want to make sure that as many people as possible that can benefit from the service are aware of it so we’re hitting communication junkies on the move and continuing our commitment to online as a medium by using it as our main way of reaching them when they’re tied to the PC.”
The campaign is part of MSN’s aggressive drive to develop its position in the communications service market. The group recently launched a £1 million, cross-platform marketing campaign to promote its instant messaging service (see MSN Messenger Launches Seven Figure Ad Campaign).
MSN: 020 7465 7700 www.msn.co.uk
Recent New Media Stories from NewsLine Sponsorship Outperforms Traditional Online Advertising War Coverage Dominates Online Usage Last Year’s Broadband Boom Kick-Starts Uptake
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left