Euro 96 Websites enjoyed good response rates, both from advertisers and users of the Net, Mairi Clark says

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? 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 and the Websites., 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

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

( 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

Snickers@MegaBite was voted number two Euro 96 site (despite being a

confectionery site) 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

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


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