Bristol-Myers Squibb's Excedrin and Intuit's TurboTax software are linking for an unusual Web promotion timed to tax season. Web users who click on an Excedrin banner (appearing on sites from iVillage and DoubleClick Network and on the Juno e-mail service) will be linked to a form where they can register to receive a free sample of Excedrin and information about TurboTax. The four-week promotion is from SiteSpecific, New York.
ADSmart taps "parade' exec for ad sales
ADSmart Corp., creator of online network ADSmart.net (http://www.adsmart.net), named Bobbie Halfin its VP-advertising sales. Ms. Halfin was most recently eastern sales manager at Parade and directed the launch of its React Web site. ADSmart, owned by CMG Information Services, has about 30 sites in its network.
P&G, Time Warner name agency for Parent Time
Parent Time, a joint venture of Time Warner and Procter & Gamble Co., named Multimedia Resources, Larchmont, N.Y., its agency of record. While P&G, Time Warner and Grey Interactive will continue to manage the site (http://www.parenttime.com), Multimedia Resources will advise on online ad sales and business development strategies.
Yahoo!, Big Yellow tap 'Dilbert' for promo
Yahoo! and Big Yellow, with SiteSpecific, New York, will launch a promotion this week that leads online visitors on a search for the missing "Y" in the brand's name. Yahoo! licensed "Dilbert" from United Media to lead a Web hunt that takes users to sites listed in Big Yellow's online directory. Participants end up on the My Yahoo! home page, where they can register to win a vacation for two.
PointCast offers way to push content for free
A new program from PointCast Network will allow any Web site to push content to PointCast users. Dubbed Connections, the system's first marketer participants are Toshiba, Oracle, MCI Communications Corp., Fidelity Investments, PC Financial Network and Microsoft Corp.'s Expedia and CarPoint services. Marketers pay nothing to use the service but must configure the pages they push to PointCast's format.
Separately, a report from International Data Corp. predicts the push technology market will face a shakeout as large software companies and content providers enter the market. IDC says the strongest chances of success will be for companies that use push technology to provide software updates rather than information.
Messner Vetere Berger McNamee Schmetterer/Euro RSCG launched a subsidiary called Brand Technologies Group that will focus on developing solutions for online advertising. . . . CompuServe launched its Electronic Mall on the Web (http://mall.compuserve.com).