By target group: Product use: IT, Internet, gamers

 

FIFA Football was launched in 1994, at which point EA Sports identified that 'talent' would be the key communications driver. While each game has improved technologically, making players like Wayne Ro ...

This paper details the 2006 campaign for BT Broadband in Northern Ireland (BTNI). The objective was to substantially increase the number of connected homes, in a crowded market where competitors were ...

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

Gears of War - an action-shooter computer game based upon the anti-hero figure of Marcus Fenix - was launched globally in November 2006 on Microsoft's Xbox 360. One of the main objectives of the launc ...

The race to get high-speed internet subscribers was heating up, the category was full of mud-slinging messages, and Comcast’s product was nearly three times the cost of the competition’s. This is the ...

Dutch airline KLM wanted to grow its online business, while also reinforcing its image as a friendly and sympathetic global airline. To increase the scale of its online reach, it aimed to use a viral ...

Yahoo!, one of the early stars of the Internet, was launched in 1993 as Jerry's Guide to the World Wide Web, offering early users of the Web a way to navigate the quickly expanding Internet ...

The pioneering online travel-booking company known as Travelocity had enjoyed a leadership position since its launch in 1996, but it eventually lost significant market share to Expedia.com, its most a ...

A year after introducing its digital video recorder (DVR), which was able to record and store television programs on a hard drive, TiVo Inc. hired Goodby, Silverstein & Partners, an advertising ...

When Electronic Arts (EA) held the position as the world's largest independent video game publisher in 2003, a bilateral effort was made by Take-Two Interactive Software and Sega of America to ...

In the late 1990s broadband Internet service was becoming a much sought-after commodity in suburban areas. To expand its phone and Internet service to California, SBC Communications Inc. purchased Cal ...

In 1999, 19-year-old Shawn Fanning achieved celebrity status as the file-sharing industry's founder when he created www.Napster.com, a website that facilitated the sharing of music across the I ...

Microsoft Corporation, the world's largest software company, signaled a new direction for its massive branding campaign "Where Do You Want to Go Today?" in the fall of 1998, ...

Lycos, Inc. was founded in June 1995 and quickly grew into a vast Internet hub with services that included a search engine, comprehensive directories, personal home pages, E-mail, communities, and sho ...

For many years Logitech International S.A. was well known among personal computer manufacturers, which bundled the company's computer mice with their machines, but to the general public Logitec ...

International Business Machines (IBM) Corporation was undeniably a powerful and influential presence during the early days of the computer boom. In the 1970s and early 1980s IBM dominated the com ...

The world's largest computer company, International Business Machines Corporation (IBM), was one of the first large computer companies to sell its mainframe servers with an operating syste ...

During the 1980s the popularity and performance of personal computers (PCs) experienced phenomenal growth. Chip maker Intel Corporation, based in Santa Clara, California, produced a major share of the ...

Intel Corporation, the world's largest manufacturer of computer chips, had used a consistent marketing strategy to make its brand universally recognizable. Since 1991 Intel had advertised ...

By 2004 Go Daddy Software had become a leader in the Internet domain-name registration industry, buying available domain names and then selling them to individuals and businesses for a yearly fee. In ...

In August 2000, in the midst of a collapse of the global personal-computer market, direct marketer Gateway, Inc., launched the "People Rule" branding campaign. Developed by New York adve ...

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

In September 1995 Discovery Communications, Inc., made the move to the World Wide Web when it invested $10 million to launch Discovery Channel Online (Discovery.com). The new website featured news, no ...

An advertising campaign that used spectacular screen shots from Riven: The Sequel to Myst helped make the product the leading computer game in the United States within two months of its release. Riven ...

Between 2000-2002, identity-theft related complaints rose by 73% in the USA. This period represented a time of financial angst for Americans. Following their umbrella “Live Richly” campaign, Citibank, ...

In 2005 Budget Rent A Car System, Inc., a key unit, with Avis, of the Cendant Car Rental Group, made its first foray into advertising on blogs (website digests typically maintained by one person or a ...

In 2000 Bayerische Motoren Werke AG (BMW) posted total sales of $33 billion, a slight decrease from its 1999 earnings of $34 billion. Afraid of further backsliding, the Bavarian automaker decided to ...

In 1967 a safety mandate forced the antiquated, cheaply made British Mini Cooper to discontinue sales in the United States. In 1994, when Bayerische Motoren Werke AG (BMW) attained control of the Mi ...

The car maker Audi of America, Inc. (AoA), was the American arm of the German company Audi AG. The Michigan-based automaker's advertising changed drastically in fall 2004 when Stephen Berkov to ...

In the 1990s the telecommunications giant AT&T found itself competing against new rivals. Telecommunications companies had expanded their products and services beyond long-distance telephone ...