Carlsberg is bidding to become a central communication point on the
Internet by placing its digital postcard system at the heart of its
revamped Website and extending the system to two of the Web’s most
visited sites.
The company, which has offered the postcard facility on its own site for
more than a year, is this week making it available on both Future
Publishing’s FutureNet and the Microsoft Network.
Cmail was initially created by Carlsberg’s Web specialist agency, CHBi,
as part of the brand’s new-media presence during Euro 96. Each card has
the Carlsberg logo on the top right-hand corner and will now also carry
either Future or MSN’s branding, according to which site the user
accesses the system from.
Recipients of Cmail cards are alerted by an e-mail. They can then access
the Cmail, the Internet equivalent of a picture postcard, from
there.
Chris Bland, account manager at CHBi, said: ’Carlsberg has been keen to
offer an online service that underlines the sociability of the
brand.
Cmail is now a sub-brand that is credible enough to be exploited via
other high-profile sites on the Web.’
CHBi has not ruled out the possibility of involving other partners, such
as football sites.
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