Euro 96 Websites enjoyed good response rates, both from advertisers and
users of the Net, Mairi Clark says
Was Euro 96 a waste of time for the advertisers who used or developed
Websites around the event?
Eurosoccer.com proved to be a phenomenal success from the Opel/Vauxhall
point of view, with more than four-and-a-half million pages downloaded
in the first three weeks of June and more than half a million on peak
days. The Website helped maximise an awareness of our client’s
sponsorship of Euro 96.
It also made a significant contribution to the traffic of both the
opel.com and the vauxhall.co.uk Websites. Eurosoccer.com, even in its
earliest stages, was regarded as the most comprehensive Euro 96 Website.
ITV sport featured the address on every end credit of its televised
coverage, further boosting the traffic to the site.
It proved to be a success from a commercial point of view and is a model
example of client, agency and media owner [the Guardian Media Group]
providing rich and relevant content.
Mark Dickinson Lowe Howard-Spink email@example.com
This pitch is a bit muddy. Euro 96 Websites were so different from
Euro 96 ads in other media. The function shifted from entertainment to
usefulness with background information and news. The best sites were
wonderful and were a good investment for the brands.
That said, we didn’t touch the footie on our Tango site
(http://www.tango.com). First, we wouldn’t do something just because
others are doing it. Second, the site is popular because it’s pure
subversive entertainment - tangible functionality is way down our list.
Those that played had a good game, but we were playing on a different
John Parkin Howell Henry Chaldecott Lury firstname.lastname@example.org
Snickers@MegaBite was voted number two Euro 96 site (despite being a
confectionery site) by.net magazine. The Euro 96 section’s audience
doubled each week after launch, and had more than 980,000 hits in
quarter-final week - and it’s won 11 online awards so far.
How many Snickers bars will it sell? No idea (yet). Has the sponsorship
been exploited to its maximum through the site? Absolutely. Will Mars be
using the site to enhance further its sponsorship properties? Yup. Oh,
and any complaints? The guy who entered the penalty shoot-out 26 times
and didn’t win a football.
Felix Velarde Hyperinteractive email@example.com
The only connection I’ve got with Euro 96 is that I live in Southgate,
but here goes. I can’t understand why most major sponsors failed to use
this opportunity to test communications on the Net.
Still, they probably found out all that they needed to know from the
Guardian Media Group site (sponsored by Vauxhall/Opel). A great effort
with good content and whizzy graphics. But, the key issue as ever is
branding. What Vauxhall surely saved in time and effort it lost in brand
values. A mistake not made by Snickers or Carlsberg, whose less
ambitious sites were at least well branded.
Rhona Tridgell Ogilvy and Mather firstname.lastname@example.org