The newly merged communications company is the sole sponsor of a special report with an all-star cast of guest authors and experts.
The newly merged Sprint Nextel is the sole sponsor of a Forbes.com special editorial section launched this week. The "Communicating" report includes contributions from futurist and science fiction author Arthur C. Clarke, Internet pioneer Vint Cerf, broadcast news veteran Walter Cronkite, Ogilvy & Mather CEO Shelley Lazarus, and New Yorker columnist James Surowiecki.
The one-time special section features articles, interviews, audio, video and interactive elements from more than 20 guest authors and experts. Every page of the report will feature a "Sprint, together with Nextel" sponsorship logo, as well as banners and skyscraper ads on each content page and the section page. The sponsorship logo links to a landing page on Sprint.com detailing ways Sprint can help business.
Some of the skyscrapers and banners link to a lead-generation form on Sprint.com where business users can enter to win 10 wireless email devices and a year of service from Sprint. Others link to a co-branded Forbes.com/Sprint "resource center" with Sprint case studies, forums, online demos and commercials.
Creative on the B2B ads, from Publicis Hal Riney, ties in with Sprint Nextel's "Reinventing the Yes Man" consumer-focused branding campaign, which launched in September. Creative for that campaign was developed by two Omnicom units: Organic and TBWA/Chiat/Day's Tequila.
Forbes has occasionally launched new sections of its Web site with a single sponsor in the past. Both its "Infoimaging" and "Intelligent Infrastructure" sections launched with a single sponsor, but now show ads from multiple advertisers, according to a Forbes.com spokesperson.
"We've tried to explore all of the different ways that we communicate -- with other people, with animals, with machines, with the past, with the future, and even with aliens," said Michael Noer, Forbes.com's executive editor for news.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
Wednesday, July 23, 2014