karnellKNOWLEDGE

One to One Interactive awarded for best online acquisition campaign at the 2005 MITX awards

Last night, One To One Interactive was  selected as a winner in the category of Online Acquisition Campaign for the 2005 MITX Awards for their work on behalf of Capella University in 2004. The annual MITX Awards is the largest awards competition in the country that recognizes achievements in the development and implementation of interactive technologies. Winners were announced in 26 categories, including four "Best of" awards at an awards ceremony attended by nearly 800 industry professionals held on November 2nd at the Boston Copley Place Marriott.  Click here to see the official release.

Tamiflu Desktop Flu Tracker™ 2.0

AdTools just announced that they have released a updated Branded Desktop Appilication (BDA) for Roche:

Roche continues the success of the Tamiflu Desktop Flu Tracker with a re-designed 2.0 with a re-designed interface and extended functionality. The Flu Tracker provides desktop alerts notifying the user of elevated flu levels in their chosen areas. This Internet-connected application includes an animated US flu map, tips on flu treatment and prevention and includes an animated character to explain the difference between cold and flu.

• Desktop Alerts notify the user when flu activity reaches a level of concern in their area
• Up-to-date flu level information from Roche's FluSTAR (System for Tracking and Reporting Flu) servers
  United States flu map now includes animation showing flu spread over time
• Animated characters “Basil and the Bug” explain the difference between cold and flu
• Guided tour and in-line tips to make initial use self-explanatory
• New flu prevention and treatment tips, as well as Tamiflu information
• New download graphics, instructions, and banner ads to increase downloads
• Viral tools include safe and signed Send-to-a-Friend mechanism, and Stay Well Now ecards 

Download the Tamiflu Desktop Flu Tracker by clicking this link:

http://www.tamiflu.com/consumer_dtflutracker.asp

Yahoo's Mindset Set to Shift Search Paradigm

Yahoo’s Mindset, Yahoo’s research labs new Beta product, is set to shift the way that we search Internet content. For the first time, a user's search intent will be

factored into the search results. Through a slider bar, Yahoo Mindset allows searches to choose their mix of commercial search results vs. informational search results.

For example, a user who runs a search on "Boston restaurants" will be able to view different results for the exact same key word depending on the user's specific intent. Thus, a user who runs a search on "Boston restaurants" who has indicated that they are "researching" will see links skewed toward restaurant guides from local Boston sites whereas if the user indicated that they are "shopping" will see links skewed toward gift certificates and making reservations.

A natural expansion for this technology would be to build add-on intent sliders that would allow users to further customize their search results. For example, a user who indicates that they are "shopping" could also indicate their price point (low vs. high) or indicate their desire to buy used products vs. new products.

This technology will provide obvious benefits to online advertisers who are constantly seeking new ways to hyper-target and deliver contextually relevant messages to their consumers. I imagine that premiums will be charged for keyword buys that are associated with consumer intent measures.

The Beta site states that the application "applies a new twist on search that uses machine learning technology to give you a choice: View Yahoo! Search results sorted according to whether they are more commercial or more informational (i.e., from academic, non-commercial, or research-oriented sources)."

MIT Advertising Lab

The tag line reads "Bridging the Gap Between Geekdom and Advertising". The Blog is run by Ilya Vedrashko, a grad student at MIT's comparative media studies program. The blog (http://adverlab.blogspot.com/) is an ongoing catalog of emerging advertising channels and technologies.

His blog is rich with examples of innovative new advertising channels within and outside of the existing media landscape. One of my favorite posts was regarding "bum-vertizing". Ben Rogovy, a 22-year-old University of Washington graduate and budding Seattle entrepreneur, came up with an inexpensive and highly visible tool to publicize his Web site. Mr. Rogovy says the "homeless and panhandlers are an untapped labor force, and he's putting them to work."--ABC News. Check out a similar project in Holland, where nuns gave out free jackets with ad messages on them to homeless people

Have Smartphone will Travel

I recently ran across a great example of LifeCaching where a professional photographer, Robert Clark, is traversing the US snapping photos exclusively with his camera phone (a Sony Ericsson s710) and posting them directly to his blog. Visitors can follow Robert's journey across the US and view past photos that are indexed by both date, location and category (animals, landscapes, portraits, etc.).

Check out his site at:

http://robertclark.americanphotomag.com/flash/

Consumer Operated Ad Agency Launches

I ran across the below announcement via AdRants last week. I think the concept is unique and intriguing.

"Hoping the proliferation of citizen's media, other wise know as weblogs, phone cams, video cameras and podcasts, coBRANDiT, formerly OBTTV, has launched as an agency where individuals can submit branded content where "commercial content should be about real people in real places." coBRANDiT defines itself as an open-source agency specializing in documentary advertising and branded content. coBRANDiT is paying $50 to what it deems "acceptable submissions" defined as "slice of life. Stylized, silly, serious...it's up to you. Keep it real, and keep it clean.""

source: AdRants

jeremikarnell.com Launches

As if I am not self-centered enough, I go and launch my first personal blog. In all honestly, I am pretty excited about this site. I am planning to log almost every freaking thing that comes to mind here. Want to get to know me...this is a good place to start.

I am using Six Apart's TypePad as the blog platform. So far, I have been Extremely pleased with its capabilities. If I was not already planning to move karnellKNOWLEDGE over to a content management system that we are re-launching One to One Interactive on (the system has its own blogging module), I would migrate it to TypePad.

Enough geek talk! Just check out my personal blog if you want content other then this Marketing related swill! ;)

Trailer Crashers

The promoters for the new Owen Wilson and Vince Vaughn comedy “The Wedding Crashers” have developed what will probably be considered one of the best online viral marketing executions of 2005. Trailer Crashers allows anyone (along with a friend if desired) to upload a file of their mug and assign it to one of the stars of the movie (Vince Vaugn, Owen Wilson, Christopher Walken, Rachel McAdams, or Isla Fisher). Once uploaded, the site plays the latest movie trailer with your face in place of the selected stars. It even adds your name and to the title and credit screen.

>See Ian and I crash this trailer.