CYBERCRITIQUE

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CyberCritique is Interactive Media & Marketing's monthly review of the latest online marketing efforts. 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.

Marketer: Ben & Jerry's Homemade

Address: http://www.benjerry.com

What's there: Information about the Ben and Jerry's product line, including descriptions of ice cream flavors and textures, as well as the annual report and stockholder information.

Who created it: In-house.

Comments: The great marketing hook here (besides the cow that moos when you click on it) is the "secret page" contest. Somewhere on the site is a hidden link, and if you are one of the first 50 people to find it, you win a fabulous prize-a Ben & Jerry's pocket protector. It's a great way to keep people in the site and moving through the pages (and getting hungry, we assume). This site is fun and irreverent. In other words, just what you would expect from Ben & Jerry's.

Marketer: Ticketmaster

Address: http://www.ticketmaster.com

What's there: Event and concert information including tour dates, ticket availability and information about the theaters themselves, rock news shorts, floor plans for venues and a chat area to talk about concerts. There's also information about Ticketmaster itself and a list of local phone numbers to reach a ticket agent.

Who created it: Starwave Corp., Seattle (http://www.starwave.com)

Comments: Well, you can't buy tickets through the Web yet, although that day is coming soon. Until then, getting concert and event info here is much more effective and pleasant than spending 20 minutes on hold on the phone. The information is comprehensive, useful and well-presented. The site doesn't have that many graphical elements, but sometimes that's just fine. There are plenty of giveaways, including free tickets to concerts and sporting events.

Marketer: Upjohn Co.'s Rogaine

Address: http://www.igroup.com/rogaine

What's there: Information about baldness and its causes (for both men and women), how Rogaine works to fight baldness, and a list of doctors to consult.

Who created it: Interactive Group, New York (http://www.igroup.com/igroup.html)

Comments: This is basically a glossy pamphlet on the Web. There's nothing here beyond some simple information about the product, such as where to find a doctor to give it to you. It's not much different than calling the company's 800-number or watching an infomercial. Yes, you can still get their trademark $10 certificate toward a visit to a doctor. And incidentally, $10 will almost-but not quite-cover a weeklong supply of Rogaine (purchased in multipacks).

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