IWon, the CBS-backed portal that motivates people to use it with cash giveaways, on Aug. 11 broke a new TV spot from Berlin, Cameron & Partners, New York, as part of a $65 million campaign. The commercial will run through the end of September on CBS media including network TV, spot TV in seven markets and on cable TV. In addition, three radio spots will air in 16 markets nationwide, starting at the end of this week. The spot directly takes on competitor Yahoo!, citing iWon's No. 1 ranking in the NPD Group's Spring 2000 search engine and portal tracking study. The tagline is the same "Why wouldn't you?'' that was used in the company's initial $40 million campaign that ran through the second quarter 2000. The company recently upped its annualized marketing budget from $40 million to $65 million.
Copyright August 2000, Crain Communications Inc.