Tuesday, December 15, 2009

Ann Summers' rides on BA wave

Where you searching for innovative marketing campaigns? Then search no further then Ann Summers'. This company is very active in the online media industry and in fact was very fast to react to international events. iCrossing, Ann Summers' digital marketing agency, was very quick to bid on BA strike-related keywords (obviously when you think about it you will immediate notice the potential that these words have given the amount of Christmas travel that was expected) so that when users searched for the latest news on the industrial action, a sponsored ad promoting the retailer emerged.

The link read "The planes may be grounded but you can still join the mile high club!" A link through to Ann Summers Online is also provided. This campaign started a large wave of praise for people who are on the lookout for marketing geniuses especially on twitter... below are some examples of comments on Twitter:-

@funky72 wrote: " Enter BA strike into Google for example of great tactical search advertising ... nice work Ann Summers :)"
@annaats said: "Some nice rapid response paid search ads around the BA strike ;)"

This was not the first smart maneuver by Ann Summers'...During the cold snap in February this year, using snow-related search terms, the agency launched a sponsored link with the strap line 'Brrr...cold out there, why not stay in and get steamy with Sex Toys from Ann Summers'.

Lets all wait and see what's the next big news will be and how Ann Summers will react.

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