IAR Bits and Bytes

Intel in Ad Deal with Sportsline, NFL, Oddcast

Chipmaker Intel has signed on to sponsor a Web-based, do-it-yourself highlight reel, powered by Sportsline.com and NFL.com.

Using technology designed by rich media firm Oddcast, the Flash-based site offers tools for football fans to mix their own online highlight reel using footage from NFL Film’s archive, which is updated weekly.

Spending on the effort was not disclosed.

The site, which is being hosted on NFL.com and promoted by both the NFL and Sportsline, also includes a contest component. NFL.com members can vote on their favorite highlight reel, and Intel will award the top winner a trip to the Pro Bowl and a Pentium 4-equipped PC.

To be eligible for the contest, Web surfers must register on NFL.com.

The effort comes as part of the NFL’s multi-million online advertising agreement with Fort Lauderdale, Calif.-based Sportsline.com and AOL Time Warner’s America Online unit. Through that agreement, signed in July, Sportsline.com agreed to produce, host and promote NFL.com.

Hershey Debuts “Sweet Thought” Viral Web App

Hershey Foods Corp. aims to promote its Hershey’s Kisses chocolates through a branded “quote of the day” application.

Hershey will offer the application, designed by interactive shop Pipeline Interactive, at herheyskisses.com. Once installed, users can click on a Herhey’s Kiss-shaped taskbar icon to receive their “Sweet Thought” of the day, which can be forwarded to others via e-mail.

The “Sweet Thoughts” come courtesy of H. Jackson Brown, author of “Life’s Little Instruction Book,” with whom Hershey’s has partnered.

In addition, the “Sweet Thoughts” message also includes links to recipes, decorating tips, gift ideas and other Hershey sites.

“We wanted to find an interesting way to promote one of our leading brands, Hershey’s Kisses chocolates, as well as the company in general,” said Hershey marketing manager Grace Thomas. “We feel the Daily Kiss is the answer. It allows users to experience a positive daily message, while linking them with all kinds of exciting Hershey’s fun.”

YaYa Launches Branded Game for Siemens

Advergaming firm YaYa has taken the wraps off a new game for Siemens Corp., designed to reinforce the technology and engineering giant’s current brand advertising campaign.

The “Spinopolis” game incorporates elements of Siemens’ current $30 million ad campaign, “Spin the Globe,” designed by Publicis.

Spending was not disclosed on “Spinopolis,” which takes the form of a trivia contest, asking users questions that YaYa says reinforces Siemens as a technological innovator — the crux of the “Spin the Globe” positioning.

Each correct answer rewards the user with points, which they can redeem to create a city filled with Siemens products.

Available at Munich-based Siemens’ SpinTheGlobe.tv site, the game can also be forwarded to others — a viral marketing ploy that the two companies are banking will further spread Siemens’ brand positioning.

“Bringing Siemens’ message of innovation to our global community is exciting, and utilizing the power of the Internet through YaYa’s games technology makes perfect sense,” said Earnest Thompson, who is director of marketing and brand communications for Siemens. “As we roll out our advertising campaign through print and broadcast platforms, the ability to connect the message through interactive direct viral marketing is very powerful for the Siemens’ brand.”

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