Advertising Working For Nextel
Aug 27, 2001, 12:00 AM
One To One Interactive, the interactive media agency of record for Nextel Communications Inc. has announced the results of the Q2 interactive advertising campaign it developed for Nextel. The campaign was designed to drive traffic to Nextel's online store, Shop@Nextel (www.nextel.com/shop), and resulted in a 54 percent increase in customers over Q1, 2001, and exceeded cost per lead objectives by 28 percent. From January to June 2001, the programs developed by One To One Interactive featured advertising in over 30 different properties using a variety of creative vehicles such as Unicast Superstitials, Enliven rich media banners, permission marketing and new, larger ad units. The programs were measured, analyzed and optimized on a weekly basis with constant adjustments to message, creative vehicles and media. As a result, the Q1 campaign exceeded lead expectations by 15%, and the Q2 campaign achieved an additional 35% growth in leads while staying below the cost per lead target.