DM News March 15, 2010 : Page 6
\UE \UE : Valpak has launched two direct marketing campaigns using so-called augmented real- ity, including an effort with Martha Stewart Living Omnimedia and Delta to build the two companies’ databases. Announced March 4 on The Martha Stewart Show, one initiative encourages viewers to register online to win a trip to a live taping. Consumers can use specially marked Valpak envelopes for a chance to win Stewart’s cook- book Everyday Food: Fresh Flavor Fast. To enter the contest, consumers can visit marthastewart.com/viptrip and enter their name, home address, e-mail address, phone number and birthday. They can then opt in to four lists: Valpak’s e-mail list, Valpak’s mobile offers, an offer to preview Stewart’s Everyday Food magazine and offers from Delta, the airline providing travel for the sweepstakes. Jim Buckley, director of new media for \UE \UE \UE \UE \UE \UE : Unilever’s Ragu line of pasta sauces is conducting a contest targeting moms, as well as a digital campaign to promote it. The effort, launched March 1, runs through August. The “Recipe for a Good Start” contest, starring actress and mother Molly Ring- wald, encourages moms to share their favor- ite recipes for “giving kids a good start in life” at Recipeforagoodstart.com. Moms who enter are asked for both a food recipe and an “emotional recipe.” To enter the contest, consumers must give their e-mail address. They can also opt-in to Ragu’s e-mail newsletter, but they are not required to do so. The recipes must be origi- nal, include Ragu pasta sauce and be submit- ted through March 31. “We’d like to tee up the discussion with moms and hear from them about their favorite Ragu recipes,” said Jeanine Schoen, senior brand manager at Ragu. “The idea is to help inspire moms to cook healthy recipes for their families.” The initiative is part of Ragu’s overall “Feed our kids well” brand positioning, which began in 2007. The campaign stresses Ragu’s claim that it has more than a full serving of vegetables in every half cup of sauce. Three finalists, to be voted on by entrants, will be announced May 3. The finalists will compete in a live cook-off event in New York in August with the grand prize win- ner receiving a $5,000 scholarship for his or her child. Valpak, said a campaign goal is to grow Valpak’s mobile database, which has fewer than 500,000 numbers. “With all of our campaigns, we’re look- ing for database growth,” he said. “We’re cross-targeting across platforms and doing cross promotions so our partners are also able to grow their lists.” Buckley said another campaign goal is to reach a younger demographic than Valpak’s general audience of women ages 24 to 58. He added that Valpak has more than 1.3 million e-mail subscribers. Valpak has sent more than 40 million Martha Stewart co-branded envelopes to the public. They encourage consumers to visit marthastewart.com/viptrip and hold the black-and-white logo on the envelope up to their cameras to find out if they’re one of 150 instant cookbook winners. Recipients without webcams can also participate by clicking on the “no webcam” button on the sweepstakes page. This is the first time both Valpak and Martha Stewart Living Omnimedia have used an augmented reality campaign. Valpak recently launched a separate cam- paign with a business-to-business focus. Using full-page ads in March issues of DMNews and Advertising Age, Valpak’s goal was to drive advertising and marketing professionals to Valpak4business.com/ar. On site, recipients can hold up the ad to webcams to launch an interactive presentation on how print prod- ucts can work with digital. “The core of all of this work is to show that Valpak is being digitally innovative,” Buckley said. “We want to make sure that people understand we’re transitioning and that we’re not only the most powerful in print, but that we’re aggressively trying to do the same in digital.” Valpak is transitioning from a purely direct mail business model to a multichannel strat- egy. The company also encourages consum- ers to print coupons from Valpak’s site and share them through social media outlets. A Martha Stewart Living Omnimedia representative could not be reached for comment at press time. :Columbia Sportswear Company launched a mobile commerce site on March 2. The portal, \UE The campaign comes at a time when more consumers are eating at home because of the recession. Much of the brand’s Web presence is focused on cooking healthy meals, using the line of sauces, for children. The site features tips on cooking vegetable-filled meals for children for less than $2 a serving, as well as a range of nutritious meal ideas from experts. Ragu also has a presence on Twit- ter and Facebook. Like Ragu, competitor Prego has an ongoing e-mail newsletter program in which subscribers receive e-mails with recipes, as well as coupons. created by e-commerce firm Demandware, is the brand’s first foray into mobile retail. Columbia’s goal is to provide an opti- mized shopping experience for existing cus- tomers, said Paul Zaengle, senior director of e-commerce for the retailer. “Mobile used to be a fun thing that we talked about as part of the future, but we are noticing that many of our site visits are coming from mobile phones,” he said. “We want to present the brand in the right medium for the customers, so we decided to optimize for mobile.” Columbia picked Demandware last spring to build out the e-commerce site, at the same time it was also placing e-commerce kiosks into bricks-and-mortar retail stores. The mobile site has all items available on Columbia’s e-commerce portal and the same fulfillment system. It also features a store locator, ratings and reviews and a product search tool. Zaengle said that Columbia stores have kiosks to help customers research products. Using the mobile site, consumers can access the same information on their phones. “They can just stand in front of a rack of jackets and read reviews about the product right on their phone,” he said. The retailer will promote the mobile por- tal on its Web site and in stores. Columbia launched its first e-commerce site last August with Demandware. The site was designed to showcase the brand’s range of products, including outwear, sportswear rugged footwear and accessories. It also has content about how the company’s product technologies protect consumers from the elements.
Ragu Contest Targets Moms
Dianna Dilworth
Unilever’s Ragu line of pasta sauces is conducting a contest targeting moms, as well as a digital campaign to promote it. The effort, launched March 1, runs through August.<br /> <br /> The “Recipe for a Good Start” contest, starring actress and mother Molly Ringwald, encourages moms to share their favorite recipes for “giving kids a good start in life” at Recipeforagoodstart.com. Moms who enter are asked for both a food recipe and an “emotional recipe.” To enter the contest, consumers must give their e-mail address. They can also opt-in to Ragu’s e-mail newsletter, but they are not required to do so. The recipes must be original, include Ragu pasta sauce and be submitted through March 31.<br /> <br /> “We’d like to tee up the discussion with moms and hear from them about their favorite Ragu recipes,” said Jeanine Schoen, senior brand manager at Ragu. “The idea is to help inspire moms to cook healthy recipes for their families.” The initiative is part of Ragu’s overall “Feed our kids well” brand positioning, which began in 2007. The campaign stresses Ragu’s claim that it has more than a full serving of vegetables in every half cup of sauce.<br /> <br /> Three finalists, to be voted on by entrants, will be announced May 3. The finalists will compete in a live cook-off event in New York in August with the grand prize winner receiving a $5,000 scholarship for his or her child.<br /> <br /> The campaign comes at a time when more consumers are eating at home because of the recession.<br /> <br /> Much of the brand’s Web presence is focused on cooking healthy meals, using the line of sauces, for children. The site features tips on cooking vegetable-filled meals for children for less than $2 a serving, as well as a range of nutritious meal ideas from experts. Ragu also has a presence on Twitter and Facebook.<br /> <br /> Like Ragu, competitor Prego has an ongoing e-mail newsletter program in which subscribers receive e-mails with recipes, as well as coupons.<br /> <br />
Valpak Kicks Off B-To-B And Consumer Campaigns With Publishing Partners
Mary Elizabeth Hurn
Valpak has launched two direct marketing campaigns using so-called augmented reality, including an effort with Martha Stewart Living Omnimedia and Delta to build the two companies’ databases.<br /> <br /> Announced March 4 on The Martha Stewart Show, one initiative encourages viewers to register online to win a trip to a live taping.<br /> <br /> Consumers can use specially marked Valpak envelopes for a chance to win Stewart’s cookbook Everyday Food: Fresh Flavor Fast.<br /> <br /> To enter the contest, consumers can visit marthastewart.com/viptrip and enter their name, home address, e-mail address, phone number and birthday. They can then opt in to four lists: Valpak’s e-mail list, Valpak’s mobile offers, an offer to preview Stewart’s Everyday Food magazine and offers from Delta, the airline providing travel for the sweepstakes.<br /> <br /> Jim Buckley, director of new media for Valpak, said a campaign goal is to grow Valpak’s mobile database, which has fewer than 500,000 numbers.<br /> <br /> “With all of our campaigns, we’re looking for database growth,” he said. “We’re cross-targeting across platforms and doing cross promotions so our partners are also able to grow their lists.” Buckley said another campaign goal is to reach a younger demographic than Valpak’s general audience of women ages 24 to 58.<br /> <br /> He added that Valpak has more than 1.3 million e-mail subscribers.<br /> <br /> Valpak has sent more than 40 million Martha Stewart co-branded envelopes to the public. They encourage consumers to visit marthastewart.com/viptrip and hold the black-and-white logo on the envelope up to their cameras to find out if they’re one of 150 instant cookbook winners.<br /> <br /> Recipients without webcams can also participate by clicking on the “no webcam” Button on the sweepstakes page.<br /> <br /> This is the first time both Valpak and Martha Stewart Living Omnimedia have used an augmented reality campaign.<br /> <br /> Valpak recently launched a separate campaign with a business-to-business focus. Using full-page ads in March issues of DMNews and Advertising Age, Valpak’s goal was to drive advertising and marketing professionals to Valpak4business.com/ar. On site, recipients can hold up the ad to webcams to launch an interactive presentation on how print products can work with digital.<br /> <br /> “The core of all of this work is to show that Valpak is being digitally innovative,” Buckley said. “We want to make sure that people understand we’re transitioning and that we’re not only the most powerful in print, but that we’re aggressively trying to do the same in digital.” Valpak is transitioning from a purely direct mail business model to a multichannel strategy.<br /> <br /> The company also encourages consumers to print coupons from Valpak’s site and share them through social media outlets.<br /> <br /> A Martha Stewart Living Omnimedia representative could not be reached for comment at press time.<br /> <br />
Columbia Sportswear Launches Mobile Commerce Site With Demandware
Dianna Dilworth
Columbia Sportswear Company launched a mobile commerce site on March 2. The portal, created by e-commerce firm Demandware, is the brand’s first foray into mobile retail.<br /> <br /> Columbia’s goal is to provide an optimized shopping experience for existing customers, said Paul Zaengle, senior director of e-commerce for the retailer.<br /> <br /> “Mobile used to be a fun thing that we talked about as part of the future, but we are noticing that many of our site visits are coming from mobile phones,” he said.<br /> <br /> “We want to present the brand in the right medium for the customers, so we decided to optimize for mobile.” Columbia picked Demandware last spring to build out the e-commerce site, at the same time it was also placing e-commerce kiosks into bricks-and-mortar retail stores.<br /> <br /> The mobile site has all items available on ................ .......................... ...................................................................................................................................... ............................................................................................................................................ ............................................................................................................................ ................................................................................................................................ .................................................................................................................................... ............................................................................................ ............................................................................................ ............................................................................ button on the sweepstakes page.<br /> <br /> This is the first time both Valpak and Martha Stewart Living Omnimedia have used an augmented reality campaign.<br /> <br /> Valpak recently launched a separate campaign with a business-to-business focus. Using full-page ads in March issues of DMNews and Advertising Age, Valpak’s goal was to drive advertising and marketing professionals to Valpak4business.com/ar. On site, recipients can hold up the ad to webcams to launch an interactive presentation on how print products can work with digital.<br /> <br /> “The core of all of this work is to show that Valpak is being digitally innovative,” Buckley said. “We want to make sure that people understand we’re transitioning and that we’re not only the most powerful in print, but that we’re aggressively trying to do the same in digital.” Valpak is transitioning from a purely direct mail business model to a multichannel strategy.<br /> <br /> The company also encourages consumers to print coupons from Valpak’s site and share them through social media outlets.<br /> <br /> A Martha Stewart Living Omnimedia representative could not be reached for comment at press time. .. Columbia’s e-commerce portal and the same fulfillment system. It also features a store locator, ratings and reviews and a product search tool.<br /> <br /> Zaengle said that Columbia stores have kiosks to help customers research products.<br /> <br /> Using the mobile site, consumers can access the same information on their phones.<br /> <br /> “They can just stand in front of a rack of jackets and read reviews about the product right on their phone,” he said.<br /> <br /> The retailer will promote the mobile portal on its Web site and in stores.<br /> <br /> Columbia launched its first e-commerce site last August with Demandware. The site was designed to showcase the brand’s range of products, including outwear, sportswear rugged footwear and accessories. It also has content about how the company’s product technologies protect consumers from the elements.
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