IAB Effort Showcases Marketing ‘Superheroes’

NEW YORK The Interactive Advertising Bureau likens marketing executives who add interactive advertising to their media mix to superheroes in a campaign that breaks tomorrow.

The pro-bono effort, which targets marketing and agency decision makers, will initially highlight how Phil Bienert, manager of CRM and e-business at Volvo Cars of North America, and Cammie Dunaway, vice president and general manager of marketing at Frito-Lay, achieved their brand objectives by using interactive advertising.

One online ad, for instance, features a headshot of Dunaway over a sketch of a superhero costume. Copy reads, “Doritos wanted an integrated promotion, so she shifted money from the Super Bowl to interactive and sales jumped 5 percent.” Text then encourages, “Become a marketing superhero today.”

Internet ads will run through the end of the year on media donated by NYTimes.com, WSJ.com, AOL and MSN, among other online publishers. Rich media vendors Eyeblaster, Unicast and Viewpoint also provided services for the campaign.

“Traditional marketers are looking for real-life examples and they want to learn from their peers. We want to show how interactive works with other media. It isn’t in isolation,” said Kelly Colbert, vice president of marketing at the IAB. “We want to underscore the probabilities and offer proof of what happens when you add interactive to the mix.”

Euro RSCG MVBMS Partners in New York was responsible for all creative, production and media planning in concert with Havas sibling Media Planning Group.

Print ads, similar to the online work, feature a marketing executive’s photo on top of a sketch of a superhero costume. The print ad showcasing Bienert, for instance, bears copy that reads, “By leading with interactive to launch a new car, this man became a marketing superhero.” Ads also prompt marketers to download “superhero” case studies at www.iab.net/superhero.

Last year’s inaugural IAB campaign from Stein Rogan + Partners in New York used multiple case studies from major marketers to position interactive advertising as an integral component in the overall marketing mix [IQ Daily Briefing, June 24, 2002].

This year’s effort, which will also include outdoor, e-mail marketing, and event and public relations initiatives, takes a more personalized approach by profiling individuals, said Colbert, adding that more marketing executives will be added over the course of the campaign. The tag remains the same: “Interactive. The active ingredient.”