NineMSN pulls off Pepsi Max deal
NineMSN is to host a Pepsi Max microsite as part of the soft drinks brand’s biggest ever online campaign, Mumbrella can reveal.
The deal – fronted by former neighbours star Holly Valance – is part of an international one between PepsiCo and Microsoft to target young men.
Within Australia, the nine month long campaign will be exclusively with NineMSN, and will be supported by media and editorial.
The deal – which was brokered in London – covers the UK, Norway and Australia.
A spokesman for NineMSN told Mumbrella: “We are working closely with MSN UK on a localised creative, content and user experience for an Australian audience.”
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“Supported by media and editorial”… does that mean ninemsn will write stories about Pepsi as part of the deal?
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By bye to Coke digital content on ninemsn …
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This is going to be facinating.
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This is a pretty shortsighted approach to placement by Pepsi – Ninemsn’s reach is dubious considering the hotmail re-direct and other mechanical loads of their homepage
I would have hosted the page on a lifestyle website for much less money and then placed banners and moved them all through the campaign in order to optimize yield
When will agencies learn that size of audience is nothing compared to quality – this is just plain lazy placement in my opinion and most likely stupidly expensive considering the brand engagement and actual measurable yield that ninemsn will deliver
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Those are big statements Real Yield considering you don’t have the brief nor know the objective nor know the exact schedule.
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It is a bit hard to judge any impact until further details are given, but still…
I can’t say the last time I drank either coke OR pepsi in the last few years. It seems the days of the “Big Two” advertising battles are over.
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Real Yield, you’re comments suggest you are assuming that the deal is that Pepsi run a home page add for 9 months… Don’t forget Ninemsn is alot more than just a home page.
Also, your comment Real Yield about getting the best price you can in an environment where you haven’t hard evidence of exactly who is seeing your ad…. I’m guessing you are one of those agency types that simply go for best price without consideration for paying for quality?
“Supported by media and editorial”… This also meens that Ninemsn are most likely giving value added inventory accross all of their properties, including mobile, video etc…
Tom Dodson: I agree – let’s let the 9 month campaign run, see what both parties come up with and how effective it is after it runs. No point in speculating that is has already tanked or done well when it hasn’t even started to run.
And yes, I can’t say that i’ve bought a bottle of coke in the last couple of years either.
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My blog got picked up for the first time on mUmBRELLA (thanks Tim), where I picked up on the original UK version of this idea.
I actually found the UK microsite from an article on MSN (equivalent of NineMSN) that offered tips on the best ways to ‘throw a sickie’.
The content is quite ‘lite’ and the load time (even for the lovely Holly) is frustrating. I had a look around and found it all pretty obvious and humourless. Many users had already picked up on this (and other, more juvenile, things).
It’s such a shame that the interweb is getting full because of stuff like this 😉
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