Summit International Awards

H2O Associates

H2O Assocaiates Hybrid Media Campaign





		The Client: About.com As the single largest developer of original content on the web, About.com's unique Guide-based content offers a robust online experience that attracts more than 20 million unique visitors each month. The Challenge: Tell the world we're hot! Following its acquisition by the New York Times in 2005, About.com had experienced a wide variety of marketing "surges." H2O was enlisted to let advertisers know how "hot" About.com had become. And to do it in a way that was fun and engaging.

		The Solution: Hybrid Media Campaign H2O ran with a "hot property" theme - creating a premium-based direct mail package that combined a novel USB-charged hot plate with a series of "hot" facts on About.com imprinted on intriguing round "coasters" - each inspired by a sizzling image. Layered into the initiative was a giveaway of a $500 Starbucks giftcard - the ultimate passport to something "hot" and a prime way to pique the interest of media buyers. An HTML e-mail rounded out the campaign, working in conjunction with carefully timed banner ads to drive additional registration and generate - what else but - hot leads! If you want to see how H2O's hybrid solutions can help advance you brand's marketing, contact: