Building on the momentum of last year's integrated advertising campaign, Lycos Network this week will unveil its newest batch of online and offline ads, created by New York-based advertising agency Bozell New York, which also executed last year's effort.
Two humorous TV commercials--with the trademark tagline "Go Get It"--will kick off the ad blitz, which debuts tonight on Monday Night Football on ABC. Additional airings of the 15- and 30-second spots will follow on such networks as MTV, VH1, USA, E! and ESPN.
The campaign is an extension of last year's popular TV spots, which introduced Lycos, an animated black Labrador retriever who could fetch whatever Web surfers were searching for, said Madeline Mooney, acting vice president of marketing at the Waltham, Mass.-based Web portal. The new commercials will further position Lycos as an online destination that goes beyond search capabilities to give users access to online shopping, chat and community functions.
According to Mooney, a recent survey conducted by Lycos and New York-based research firm Cyber Dialogue found that 66 percent of Web users associated the "Go Get It" tagline with Lycos, illustrating the success of the branding campaign.
In addition to the TV spots, Lycos this week will unveil outdoor billboards and sky banners on the East and West coasts, as well as a print component that will launch this Friday in USA Today. n