When online event directory Yack.com was established on the Internet, there weren't too many ways to interact outside of live chats and e-mail.
But now, in a world of streaming video, sound bites and multimedia, both the number and nature of online events have changed.
Recognizing this, Yack.com is repositioning itself with print and online ads via Butler, Shine & Stern of Sausalito, Calif. No budget was disclosed.
The ads, several of which are still in production, will boast how the Internet can be used for far more than shopping and talking. The tagline is, "Yack takes you there."
"We are trying to convey that Yack takes you to the fun stuff on the Internet," agency president Greg Stern said. "A lot of our research shows that people have become blasƒ about what the Internet has to offer. What we're trying to do is really position them as the Internet program guide."
Stern said the creative has been in development for about three months. The new work comes following a recent site relaunch that has given the directory new features and a different design. Company officials said the revamp will allow the brand to evolve and also feature better and more up-to-date content.
Yack.com launched in 1997. The site lists roughly 15,000 live online events a week. K