Internet access and portal player [email protected] on Wednesday inked a
three-year on- and off-line cross-marketing alliance with Infiniti that puts CD-ROMs for Excite’s
free ISP in the car maker’s showrooms, and promotes the vehicles in ads on
the [email protected] services.
Financial terms were not disclosed.
The deal is another example of how bricks-and-mortar companies are
embracing the Internet and leveraging their real-world assets and
distribution systems to help their online partners. The fact that
delivers broadband access, too, is
significant. Major advertisers, especially car makers, have been said to be
eager for the growth of broadband, because they feel high-bandwidth is
necessary to show off their products.
The agreement also links [email protected] with Infiniti Indy car driver, Eddie
Cheever, Jr., through the 2000 and 2001 Indy racing seasons. The Team
Cheever sponsorships will include cable broadcasts and retailer appearances.
“Our [email protected] subscriber base is perfectly aligned with Infiniti’s
active and sophisticated customers and owners,” said Byron Smith, executive
vice-president, consumer broadband services and chief marketing officer for
The promotion alliance will give Infiniti banner ads and sponsorships on Excite.com, placed in relevant lifestyle
The two companies will create around 4 million co-branded CD-ROMs to be
distributed in Infiniti showrooms and through direct mail, which will
contain software for [email protected]’s free ISP service, as well as music
tracks and multimedia product information on Infiniti vehicles. The two
firms will also build co-branded destinations on the Excite portal.
In recent days, [email protected] announced a new advertising campaign, and
received the resignation of its chairman, Tom Jermoluk, who has stepped
into another board seat.