1. Honda unveils new campaign as it boosts agency roster
Honda has unveiled a new digital affiliate marketing campaign to promote its hybrid sports coupé, the CR-Z. The marque has also appointed Elvis to handle its pan-European direct marketing and digital advertising account after a pitch against undisclosed agencies.
The CR-Z work has been created by relationship marketing agency HS&P and targets ambitious and affluent individuals.
The online campaign includes social media elements and launches today (11 March) and will be accompanied by a series of direct mail and email communications.
Running alongside the above line advertising, the campaign aims to generate leads for Honda’s ongoing prospect relationship programme and create buzz and WOM surrounding the CR-Z ahead of its launch in June.
The CR-Z is a coupé sport hybrid – the first of its kind that challenges the conventional use of hybrid technology.
Lee-Anne Crossley, marketing communications manager Honda, says: “Even in a challenging market, there are going to be customers who seek fun, excitingly designed cars – especially if they also offer an affordable ownership experience. With its striking design and advanced technology, The Honda CR-Z is a very likely candidate for ambitious and successful individuals; this affiliate campaign will seek out these individuals and entice them”.
2. Domino’s Pizza trials world’s first ‘Social Affiliate’ tool
Domino’s Pizza is claiming a world first by trialing a new ‘Social Affiliate’ tool, a widget that combines social media and affiliate marketing.
The tool enables anyone with a personal web space, such as a social network page or blog, to host advertising from nominated brands.
It aims to complement more orthodox affiliate marketing strategies, which use ‘professional affiliates’, by enabling any consumer to promote products or services within a framework of designated brand guidelines.
Internet users can earn revenue whenever a sale is driven from their social network or blog page.
To access the widget, publishers can sign up and download a dashboard to track the sales generated through their web page. The Quantum dashboard plugs into the Affiliate Window network reporting system.
An online PR and blogger outreach campaign will launch the ‘Social Affiliate’ tool to drive awareness and encourage downloads. This will be supported by an online media campaign later this spring.
“Brands benefit by aligning with sites run by fans who are more likely to drive a sale, while site owners can generate revenues from their Facebook page or blog,” said Dan Clays, managing director of BLM Quantum, the company which developed the tool.