Cone Interactive, New York and Boston, kicked off its version of beyond the banner marketing last week with a program called Inclusive Interactive Marketing and an online campaign for Paper Mate.
Paper Mate and Yahoo! are sponsors of Absolutely Incredible Kid Day, a Camp Fire Boys and Girls event, which encourages adults to write a letter to a child on March 19 as a way of building his or her self-esteem.
Cone created a Paper Mate promo aimed at parents with primary sponsors iVillage and Warner Brothers Online (www.wb.com). Other sponsor sites include Interactive Sports' Sportsrap and Marvel Entertainment's Marvel Comics.
The content focuses on downloadable prizes, such as stationery, and activities from iVillage; and a sweepstakes from Warner Bros. Online.
Cone also linked the Kid Day sponsor sites within a mini network, and lined up sites to drive traffic to the campaign including Discovery Online, Excite, GeoCities and Infoseek.
TESTING THE WATERS
Inclusive Interactive Marketing is "a way for companies to test the waters on interactive or to do branding," said Susan Pechman, exec VP-manager, Cone Interactive. "It marries a brand or advertiser with a network of sites that are recruited for a campaign. We act as a broker to build a custom network that would be appropriate for this campaign."
Cone also said it's about to release an integrated offline/online campaign for an unnamed client.
"It's a nice sponsorship," said Jim Nail, senior analyst at Forrester Research, and "it seems to be a nice fit with the brand."
However, Mr. Nail adds, "It's basically a sponsorship type program." Intel Corp. also linked sponsor sites for the launch of its Pentium MMX chip.
Copyright March 1998, Crain Communications Inc.