Across the media universe: Cross-media case studies
As discussed in our most recent podcast, cross-media marketing is complicated but rewarding.
Here are a few examples of successful use of cross-media:
- Millward Brown and Dynamic Logic: They produced cross-media campaigns for the Jeep Compass, Forbes Sybase, ESPN Olevia in the US. Their advice?
- Keep a consistent look and feel across media, but use online messages sequentially in addition to offline counterparts
- Online advertising (including broadband video) is highly effective among the lowest TV viewing quintile over extended time periods.
- The Royal Mail (the British postal service) has created a web resource full of examples and tips on putting together cross-media campaigns. No surprises – all of the examples include direct mail as one of the media!
- Cross Media 1:1 Marketing: blog from VDP Complete with news and information on cross-media marketing including tips, events, white papers and case studies.
- MediaPost Magazines publish case studies on cross-media from companies including Nike, Visa and Coke.
Tags: cross-media, podcast
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