Internet appliance company CIDCO (www.cidco.com) on Nov. 13 unveils a new Web site and extends a $20 million ad campaign. CIDCO has sold off the telephony line of its business to focus on the Internet appliance market, which consists of its MailStation product, an appliance to send and receive e-mail. The site is designed to introduce new products such as the Mivo 300 MailStation, which will be available in the spring. The site will not sell products directly; rather, it will be used to give product demonstrations and refer users to retail outlets. Euro RSCG DSW Partners, Salt Lake City, retooled the site and has created an ad campaign, the TV portion of which broke in October. As the campaign expands, a digital version of a TV spot will be e-mailed to opt-in customers. Promotional print and radio campaigns are set to break in December. Print ads, running in Access, Parade
and USA Weekend
, will be product-focused and offer a free carrying case with every purchase of a MailStation. Spot radio will air in 10 markets, including Chicago, Detroit, New York and Washington. The Internet appliance market has been a rocky one. Internet Appliance Network (www. ian.net) recently laid off most of the employees in its New York office and decided to take the company in a different direction.
Copyright November 2000, Crain Communications Inc.