Sunday, December 2, 2007
The recent launch of new products have been accompanied by the launch of a companion website (generally gaming and entertainment).
ITCs Bingo's website is a gaming page which includes games woven around the flavors which the company is promoting in its chips. The theme is that of a college campus.
I think one of the reasons why marketers are going for the launch of companion website is that the cost involved in setting up a new website is very low and for such a low cost it is not a major decision , whatever traffic you are able to generate would be a plus and if it really picks up you can capitalize on it later.
And the second and more important reason could be the changing media habits of the younger consumers, the ITC Bingo site is focused on informing consumers about the various flavors it has to consumers who might not be spending that kind of time on TV or even when they would be watching TV they might switch channels during the ad time and with the growing interest in gaming in the country it is bound to attract the attention of the right consumer .....
Some more examples include, ITC Sunfeast , Colgate Max Fresh , in which the site includes games, jokes, e-cards and free sample options. The game is again revolves around the brand proposition of the use of crystals.....
Another new launch accompanied by a website is Taj Mahal Dessert Tea. Here the site seems to have been put to a different use, There are no games, the site seems to be more of trying to educate consumers on the possible uses of the Dessert Tea which for most of the consumers would be new...
Corporate sites which have additional websites attached
Coke has Myenjoyzone.com
Pepsi has Pepsizone.com