I visited Yahoo Finance earlier in the day, and was surprised to see that the letter “e” was changed to a “3” throughout their news headlines, and that the number 3 was hyperlinked to the BMW website. See the screenshot:
BMW is launching their new 3 series, and the tactics mentioned above serve to raise awareness about their updates to this popular series.
This is interesting for a couple of reasons.
1 – It shows that Yahoo is flexible when it comes to implementing advertising modules. If your company has the marketing dollars, the folks at Yahoo appear willing to implement non-traditional marketing campaigns… such as changing the letter “e” to the number “3” on its heavily trafficked Finance page. This is where Yahoo has an advantage over Google. Yahoo has a lot of themed content, whereas Google focuses more heavily on search. MSN has a lot of good content as well.
2 – It’s good to see branding and product launch dollars being spent on the Internet. Presumably, BMW analyzed the demographics of those who visit the Yahoo Finance page, and saw value in marketing to these folks. I always say that you should “market to people where they hang out,” and the marketing people at BMW certainly believe that as well.
Bottom line: If you’re launching a new product, and have serious marketing dollars behind you, don’t be afraid to think outside the box. Portals like Yahoo have shown willingness to support unique advertising concepts.