Out To Launch

Every week brings a myriad of ad campaign and website launches and it's nearly impossible to keep up with them all. If you missed a few, here are some the major launches of the week that was, and the week that will be.

WEBcard Technologies, Inc. will help launch the advertising for the movie and soundtrack for Universal Pictures' "American Pie 2," set for release in theaters on August 10th. The WEBcards, which deliver video, audio, photos, animation, text, seamless web site integration and data tracking, are the cornerstone of an upcoming "American Pie 2" promotion that is being executed by Universal Pictures, Republic/Universal Records and Sunglass Hut. The marketing campaign, scheduled to begin this month, will include the distribution of "American Pie 2" WEBcards to Sunglass Hut, Watch Station and Watch World customers at participating retail locations in the U.S. Other elements of the promotion include in-store point-of-purchase displays, a national direct mail campaign to more than one million households, and magazine ads in publications such as Rolling Stone, People and US Weekly.

SILVERTAB, the Levi's brand that blends street-style with technology and cool gear, is taking people on an interactive adventure that poses the question: "What would you do if you found $100,000?" The brand's episodic LostChange campaign answers that question through a unique combination of plot-driven ads and a LostChange.com Internet film. The LostChange film features hip-hop artist Fredro Starr and cameo appearances by the Black Eyed Peas, Drea De Matteo and Vincent Pastore from the Sopranos, and Jacqui Maxwell from The Gilmore Girls.

In creating its new national television advertising campaign, Schlotzsky's Inc. turned to the talented members of Austin's wide-ranging music community to write and record new "mini-songs." The campaign consists of eight 15-second "soundbytes" that were composed and recorded by local musicians at Austin's Tequila Mockingbird Studio. The new national television ads features Schlotzsky's Turkey Bacon club sandwich in a flight that began June 25th and will run through July 22nd. Tequila Mockingbird has already created four more ads for the next flight, which will feature the Schlotzsky's Deluxe Original sandwich and pizzas.

Tina Wesson, winner of CBS' "Survivor The Australian Outback," is partnering with Mayfield Dairy Farms to promote milk nutrition. Wesson, a Knoxville native, will join Tennessee's leading dairy producer to endorse the "Milk Lover's Milk." She will appear in a series of radio spots, an outdoor advertising campaign and will make several special guest appearances in cities where Mayfield distributes milk.

Fruit of the Loom is launching a new campaign aimed at hardworking, down-to-earth, family-oriented consumers. The campaign presents Fruit of the Loom as America's brand of choice for ladies', men's and children's apparel. The three TV spots will air on national network, cable and syndicated programming and present consumers in Fruit of the Loom apparel, rehearsing in front of their mirrors for important life moments. The campaign unveils a new theme line, "Good Days Start with Fruit of the Loom," and seeks to convey the brand's inherent honesty and dependability in combination with newer, more contemporary styles.

"Positively Amazing" is the Ladies Professional Golf Association's (LPGA) new national advertising campaign, which provides a fresh look at the association and its players and establishes a closer connection between its fans and players. The new campaign debuts on NBC's telecast of the Sybase Big Apple Classic Presented by GOLF MAGAZINE, July 21-22, and will air during all future LPGA tournament coverage on its network and cable partners, ABC, CBS, NBC, ESPN, ESPN2, The Golf Channel, ESPN International and Oxygen Network. The inaugural spot of the campaign is a 60-second version that features six LPGA Tour players: Sophie Gustafson, Lorie Kane, Meg Mallon, Se Ri Pak, Annika Sorenstam and Karrie Webb. On July 30, one of the campaign's new 30-second ads, which highlights LPGA stars Sorenstam and Webb, will first appear during ABC's live, primetime telecast of "The Battle At Bighorn." This event, which features Tiger Woods, David Duval, Sorenstam and Webb in an alternate-shot, team competition, marks the first time LPGA players will tee it up during prime time.

In an effort to counteract the General Electric Company's multi-million dollar public relations campaign against dredging the Hudson River, Riverkeeper has launched high-profile advertisements in New York aimed at focusing public attention on the serious human health risks associated with exposure to polychlorinated biphenyls, or PCBs. One of the advertisements, now displayed on telephone kiosks around Manhattan, depicts a pregnant woman and her son catching a PCB-contaminated fish from the Hudson River. The other advertisement, a billboard which appears on the West Side Highway at 50th Street, is a challenge to GE CEO Jack Welch to clean up the toxic chemicals his company wantonly dumped in the Hudson River over a thirty-year period ending in 1977. The message, white text over a black background, reads: "What's More Toxic? GE's Lies or GE's PCBs? People Are Dying to Find Out. Clean up the Hudson, Jack. www.riverkeeper.org"

In the opening round of a new advertising campaign breaking this week in the U.S. and Asian editions of The Wall Street Journal and in the Financial Times, Deloitte Consulting challenged the IPO strategies of its consulting industry competitors. The campaign signals the start of a multi-tiered global marketing program by which Deloitte Consulting. The "Authentic Consultant" print advertising campaign will feature a different ad each week throughout the year.

Home & Garden Television (HGTV) has teamed with SC Johnson, the company behind household brands such as Windex, Shout, and Pledge, for the launch of its newest sweepstakes promotion, "Win a $5000 Home Makeover." The partnership includes free standing insert newspaper ads reaching 47 million readers nationwide; call-to-action notices in the HGTV Ideas e-mail newsletter; an online package with banner ads and a "Win a $5000 Home Makeover" contest page; as well as on-air spots on HGTV. From July 22 to August 31, 2001, visitors to both HGTV.com and SCJBrands.com will be able to log on to an entry form to enter the sweepstakes. Consumers will also be able to enter by using the official entry form on the newspaper insert ads or by sending in a 3x5 card. Six grand prize winners will be chosen at random to receive $5000 towards their own room makeover projects.

ASM International N.V., a supplier of semiconductor process equipment, launched its new website making the company's capabilities more easily accessible to Internet users and customers in. Designed to be an online resource, www.asm.com provides easy access to essential product and service information. Consistent with the company's promise to deliver innovation, the site will be continuously enhanced to meet the needs of customers. Plans to add an online procurement feature for spare parts are currently underway.

Meredith Integrated Marketing and Hunter Douglas Window Fashions announced the launch of a synchronized consumer marketing communications program. The window fashions program launches in August with the publication of a 144-page book and 24-page magazine. The program launch consists of a three-month Holiday Promotion, targeting homeowners and consumer holiday planners from across the country, and is designed to drive pre-holiday retail window coverings traffic by providing consumers with the latest trends in window fashions, and holiday decorating and entertaining ideas.

Next story loading loading..