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Searching for the right phrase to promote their new Web sites, creatives with Musicland Stores’ in-house ad department came up with 26 ideas. The one they finally chose led them to
an animated spider named Dot.
The group created the spider as a way to link the World Wide Web (get it?) to the campaign’s tagline, “We got dot,” Appel said.
“If you can have a relationship with a spider, you will with this one,” assured Marcia Appel, the Minneapolis company’s senior vice president of advertising.
Dot (short for Dorothy, apparently) made her debut in a campaign last week, promoting the new Web site for Musicland’s Sam Goody chain.
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