Wired Digital in San Francisco, a division of Lycos, is running an ad for Hewlett-Packard’s new color printing campaign that takes the screen from black and white to full color.
When visitors arrive, the site’s front door is devoid of bright color for the first time in its four-year history. The page will extend flashes of color only as readers mouse over its images and content areas. Visitors have an option to “paint” the page from black-and-white to its trademark Day-Glo palette by clicking an HP message displayed on the frontdoor.
“You can’t look at the HotWired frontdoor, which has been defined by its powerful use of color, and not know that the key message is ‘color counts’ and that HP means color,” said Rick Boyce, senior vice president of advertising sales and commerce at Wired Digital.
In addition to the three-week frontdoor sponsorship, HP will be integrating a variety of targeted promotions across the Wired Digital sites as part of its color printing leadership campaign. Spending was not disclosed.
Wired Digital recently formed a National Accounts Team to provide the company’s premium advertisers and commerce partners with access to creative integrated sponsorship opportunities. The H-P Color campaign is the first effort by this team.
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