CYBERCRITIQUE

Published on .

Marketer: Procter & Gamble Co.'s Hugo by Hugo Boss fragrance for men

Address: http://www.wordslam.hugo.com

What's there: Hugo bills itself as the first international poetry contest on the Internet. Why not have a poetry slam on the Web? It might go well with all the cybercafes online.

There is little content here about the Hugo line itself, which is refreshing, but you can find out the usual stuff (where to buy it, images from print ads, etc.) if you choose.

Who created it: Grey Interactive, New York

Comments: Some more attention to detail might help. The "links" page doesn't link, and although this could be an interesting tactic to keep people from leaving the site right away, while still informing them of related sites, a look behind the scenes at the code would seem to indicate otherwise. In general, there's too much "under construction" feel to the site.

Marketer: Bristol-Myers Squibb Co.

Address: http://www.womenslink.com

What's there: All sorts of information about health and beauty geared toward, go figure, women. For instance, since "you can tell a lot about a woman by her hair," there are several pages about hair coloring. There are also columns from established women writers and successful women in other fields.

Who created it: Paramount Digital Entertainment, Los Altos, Calif.

Comments: Perhaps there is too much traffic here, but this was the slowest server I've ever been on.

Information about Bristol-Myers products is there, but it's nicely integrated with the rest of the content.

The career center offers trivia about female firsts. The "Xpress yourself" lounge gives plenty of opportunity to talk back. There's even a place for self-proclaimed fashion disasters to confess to the fashion police in the Style Aisle.

Marketer: Anheuser-Busch's Budweiser

Address: http://budweiser.com

What's there: Plenty of product and ordering information for all the Bud-wear you can wear. A tour of your Bud from barley to bottle, and a chance to become an honorary beermaster (enshrined in the hall of fame) if you do well enough on the quiz.

Who created it: On Ramp, New York (http://www.metaverse.com/vibe/onramp/onramp.html)

Comments: On Ramp really pulled out the stops for this one. It uses the company's new 3D virtual environment, VINNI, a RealAudio radio station and nice graphics. There is a live chat room, a look at some of their sponsored sporting events and lots of Bud info. Of course, you can find the "Bud-Wise-Er" frogs here, too.

The content-all cutting edge and pushes the interactive envelope.

CyberCritique is Interactive Media & Marketing's monthly review of the latest online marketing efforts. Reviews are written by Matt Carmichael (mattc@nwu.edu). Want more reviews? Point your browser to http://www.adage.com/IMM/critique.html. Send comments or suggestions to Debra Aho Williamson at imm@adage.com.

In this article:
Most Popular