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Highlander Homepage Takeovers

Highlander Homepage Takeovers. The CCR Insight: Efficiency & Purpose. They use the internet like a virtual Yellow pages. Instead of surfing many sites they prefer to stick to intuitive, simple portals where they feel safe.

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Highlander Homepage Takeovers

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  1. Highlander Homepage Takeovers The CCR Insight:Efficiency & Purpose. They use the internet like a virtual Yellow pages. Instead of surfing many sites they prefer to stick to intuitive, simple portals where they feel safe. The Opportunity: Use trusted portals to get them to willingly venture onto new sites. The Program: Home Page Roadblocks of the major portals MSN (July 26), The Weather Channel (Sept 4), and Yahoo (Sept 19) The Results: The Highlander MSN homepage take over had the highest click-through rate (CTR) MSN has experienced in recent memory. Ave All Homepage Takeover CTR = 16% Ave Auto Homepage Takeover CTR = 17% Highest Client Auto Homepage Takeover = 32% Toyota Highlander Homepage CTR = 39% (with 50% CTR for US-only) Highest in 2007 This very high CTR can be attributed to 2 factors: The Ad was unique and fun to interact with. Plus it was very clean and simple to appeal to the Highlander target’s media motivations. Content matches context. MSN Autos ran an editorial feature on the best family travel vehicles in July that mentioned Highlander. The article had an editorial mention on the MSN Homepage, which drew a substantial amount of traffic to the MSN Highlander review page. Source: 2007 MSN Delivery Summary. Note that according to DART (Toyota’s measurement of CTR) the Highlander homepage take-over had an even higher click through rate of 50% because it measures only US impressions, while MSN measures all impressions.

  2. EmbeddedVideo of Banner Ad 

  3. Embedded Video of Banner Ad 

  4. Yaris Urban Outfitters Free Yr Radio (UO FYR) The CCR Insight:Relationship Builders. They develop unique identities and use media as a way to maintain or even create social connections with people who share their passions. The Opportunity: Use interactive media to build real and digital communities around Yaris and provide them with content they want to share. The Program:Yaris Free Yr Radio. Leverage the Yaris targets’ passion for Indie Rock Music by creating a 9 month program with Urban Outfitters that supports independent Radio. The program includes an in-store concert series and a CD featuring all FYR bands sold in UO stores. The Results: So far over 5,400 people have attended the concert series. It has received extremely positive buzz from music influencers (press, bloggers, radio stations, artists) who have promoted the program in an authentic way, in their own voices. • To Date: • Videos of Sonic Youth FYR performances on homepage of tastemaker site Pitchfork.com • Videos of bands with photos of Yaris customized by musicians featured on the homepage of MySpace.com • - Over 108 Articles in lifestyle & music pubs and sites about Yaris Free Yr Radio, 80% were positive or neutral • - Over 110 blogs authored, 98% positive • 300 photos tagged “Free Yr Radio” posted on flickr.com • 80% of radio stations promoted FYR & Toyota beyond simple on-air mentions (Online, interviews, on-site) • - 80% of bands promoted FYR & Toyota beyond listing of the show on tour schedule. • 85% of bands sent MySpace blasts to fans and posted info on their MySpace page that promoted Yaris and FYR • 100% of bands thanked Yaris at live shows, 60% mentioned Yaris during interviews

  5. Flash video on: http://www.pitchforkmedia.com/page/forkcast/44812-r-kelly-trapped-in-the-closet-chapter-13

  6. Yaris CW Content Wraps The CCR Insight: Pop Divers. They are pop culture enthusiasts who immerse themselves in the worlds of their favorite media. They love narratives, intricate plots, and cult classics. They dive deeply into the details and use in-depth knowledge of the back-story to create their own content. The Opportunity: To go vertical, tell the back story, immerse them, and engage them with high involvement media. The Program: Smallville Legends Justice and Doom a truly original and enhanced storytelling experience tied into the show’s mythology about the secret history of the Justice League. The interactive experience has multiple touch points including exclusive content, an original online game, product integration, and prime-time content wraps. The Results: Program demonstrated outstanding breakthrough and high retention • Ratings actually went up during commercial break for the Yaris content wraps • Justice & Doom content wraps averaged 5% higher ratings than the show itself for M18-34. • The final 2 wraps had 11% higher ratings. Historically, ratings drop 9% during commercials. • 83% brand recall for content wrap promotional spots (norm is 48%) • High opt-in rates across interactive channels • 142,911,780 total impressions • 53,273game registrants with an average of 19:42 minutes game playing time • 22,418requested email and text alerts • 33,027 entered Yaris sweepstakes, 7,876requested more info about Yaris

  7. Program Summary Video

  8. :20 On Air Promotion of Game Content Wrap #1 Custom Comic Themed End-tag Online Game Capture

  9. Tundra Bass Pro Shops (BPS) Partnership The CCR Insight:Source Hunters. Media is a relatively low priority activity, these guys don’t aggressively seek it out. Instead they go straight to the source, seeking information from the experts. The Opportunity: Find him in his natural habitat - go where he goes, do what he does, partner with the authentic experts he trusts The Program:Tundra Official Truck of Bass Pro Shops. Extensive one-to-one program including Tundra Outdoor Experience, Toyota Prove It Tour, regional displays & activities, regional store openings, and custom creative. The Results: Reaching guys who would have never even considered a Toyota truck before and converting them into Tundra owners. • 6,768 handraisers result from BPS in-store, in-catalog, and online business reply cards • 2.62% of these handraisers actually purchase a Tundra • Though these numbers may look small, they are impressive considering the difficulty of conquesting domestic truck loyalists

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