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COPYRIGHT 2006 Crain Communications, Inc.
Byline: COLIN GIBBS
Here's everything you need to know about the popularity of WAP advertising: I Can't Believe It's Not Butter has a mobile Web site.
Fans of Unilever's butter substitute can now download video content, view recipes and send friends "Fabio-grams'' featuring the heartthrob-turned-pitchman. The offering, which is powered by Third Screen Media and came online earlier this month, "allows users to learn about the brand on their own time and ... at their own discretion,'' said Ryu Yokoi, a Unilever associate brand manager.
The effort underscores a major trend-or, more accurately, a resurgence-among some of the best-known brands in the United States to embrace WAP. Motor-oil companies, hair-care distributors and fast-food chains are once again warming to the much-denigrated technology in an effort to build name recognition and, sometimes, to encourage consumer interaction.
UPS and FedEx were two...
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