The program combines outdoor advertising with online marketing to encourage online users to join Tripod and create personal home pages. Billings were not disclosed.
The campaign centers around the theme of “Leave Your Mark,” focusing on personal home pages as an ideal way to express personal interests. The campaign will run from June through August with a heavy concentration in the New York and San Francisco markets. The Web presence for the campaign is online at mark.tripod.com.
The outdoor component of the program employs posters and flyers as well as a Tripod-branded ice cream truck that travels to high-profile events giving away free lemonade and iced coffee. The truck will also be taking photographs with a digital camera that consumers can put on their new Tripod home page.
For the online portion of the program, CONE developed a strategy that is a mix of targeted and mass-market audiences.
Also, in conjunction with The Gate, the campaign will carry over to an Oakland A’s stadium event promotion as well as to radio announcements. The program includes a full page print advertisement in Marvel’s comics and location promotions in Marvel’s restaurants in California.
CONE selected Stein Rogan + Partners, New York, as its creative partner for the campaign.
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