Wednesday, March 14, 2007

The ICC World Cup, Commercials, the Internet and call to action

Interesting, the number of commercials which highlighted a web address or had a call to action. The ones listed are those which aired in the first half of the game, when the West Indies batted. I guess it’s enough to call it a trend.
Commercials include: Nokia (http://www.nokia.co.in/), Candyman (http://www.mycandymanclub.com/), The Mobile Store (http://www.themobilestore.in/), Maruti Zen (http://www.marutizen.com/), Hyundai (http://www.hyundai.co.in/), Motorola (http://www.hellomoto.com/), Mountain Dew (http://www.dewdares.com/) and TVS Apache (http://www.nowornever.in/) .

http://www.monster.com/, http://www.licindia.com/, http://www.bharatmatrimony.com/, http://www.99acres.com/ and http://www.clickjobs.com/ ran no spots but bought supers and interstitials.
The blue billion contest, where there was a call to action to http://www.bluebillion.com/ or an SMS to 2525 just disappeared off the screen.

Other decent Call-to-action efforts included Kotak’s 8558 insurance super and Luminous 6161 highlight. Hutch exhorted viewers to dial 123 to receive their horoscopes. Cool. Not.
Thomas Cook asked me to SMS "Europe" to a number I couldn’t catch. BSNL had a toll free number that viewers could contact.
Those who didn’t attempt to send traffic to their websites include Gilette, Thomas Cook, BSNL,Airtel, Mayur, Luminous, NECC, VIP (innerwear), Sony, Sprite, Pepsi, Kingfisher (water, dummy), McDowell (soda, dummy), Hero Honda and Videocon. And the one that surprised me the most? Aditya Birla Group.

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