The “3Com Rocks Your Holidays” promotion was developed as a tie-in with music retailer CDnow to reward purchasers of 48 various 3Com products with a $50 gift certificate to be redeemed online for any of the 300,000 music-related items offered by CDnow. Billings were not disclosed.
Products include Robotics, Megahertz, Sportster, Courier, Bigpicture Video Phone, OfficeConnect or 3ComImpact items. The $50 CDnow gift certificates can be used by purchasers themselves or they can designate someone else to receive them.
“The goal in developing this campaign was to increase brand awareness of 3Com products over the holiday selling season,” said Neil Clemmons, vice president of consumer marketing for 3Com. “We also wanted to give customers a value-added offer that has universal appeal. The CDnow tie-in gives us that opportunity to connect with a wide variety of consumers because music appeals to everyone at some level.”
The campaign, which runs through Jan. 31, was also designed to introduce customers to e-commerce and give them the opportunity to explore uses for their modems beyond email and Web browsing.
The integrated campaign uses elements of branding, promotion and direct response including media planning, banner advertising and site development, working with streaming audio, video and animation. The creative will be bought on portals and entertainment sites.
“3Com is working to provide consumers with the best online experience. We wanted to seek environments where we could feature 3Com products in a way that consumers can immediately see the benefits as it relates to the enjoyment of their Web experience of music, video playing and other forms of online entertainment,” said Pete Monkewicz, Four Points Digital president and founding partner.
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