Akihito Abe explores the power of out-of-browser marketing campaigns and illustratres how to use them really well.

With the spread of broadband, the number of websites using rich Flash movies has increased significantly. In Japan recently, we shave seen a number of firms competing to express themselves, not just within the browser, but also by promoting campaigns on blogs and desktops. By proactively reaching out to their target markets in their everyday lives, these firms are creating a much bigger buzz. Just like a certain type of fish that went on land in search of a better environment, the same can also be said about web campaigns, which are the product of marketing evolution that got closer to consumers in order to generate buzz and increase the speed of communication.

There are a number of ways to go beyond the browser. The following is an analysis of two approaches and why the companies involved did them well.

1. Desktop applications. Getting users to download a digital application from the website is a digital incentive, isn't it? After all, people have been doing this for sometime. However, there is more to desktop applications than just an add-on feature. Surprisingly, despite its value to users, a digital application that serves as the core of a web promotion has not been done before by many marketers. Currently, the hottest fad among digital applications is the desktop application widget, which features a range of useful functions that interact with your PC when downloaded. A case in point is Nissan. When the company launched a promotion in 2002, it distributed on its website a set of "Nissan desktop tools" with various useful features such as calendar and clock functions. Each of these widgets was beautifully designed and functional at the same time. In the screensavers, news stories were automatically sent to the user, with information about Nissan's new products featured in a subtle way. Behind the scenes, the application was connected to the web and Nissan could update the information it wanted to show its users. On the other hand, users were receiving useful content such as calendars and weather information -- although a Toyota fan might be a little hesitant to do so! Once the installation is complete, Nissan virtually establishes an on-going connection with its target audience.
2. Blog parts. These are features that bloggers put on their blogs and are like banner ads on a website. According to research by Tecnhorati, among the total number of blogs around the world, the number written in Japanese is greater than those in any other language. For me personally, I read about 20 different blogs everyday. If in these 20 blogs the same blog parts were featured, the exposure might just be much more effective than the mass airing of TV commercials!

This is especially true with Uniqlo's "UNIQLOCK" blog parts. In a nutshell, it was simply a blog part with a digital clock function. A female dancer dressed in Uniqlo clothing would dance in rhythm to the beat with each ticking second. This motion was so soothing to watch by many that it garnered lots of attention. And it wasn't only people in Japan who thought so. Word about UNIQLOCK spread quickly and the application was featured on blogs in 195 different countries around the world. In total, over 30 million people saw it -- a phenomenal result!

Not only did this promotion go beyond the browser, it also crossed borders pretty easily. Like the desktop application mentioned previously, information contained in these blog parts could also be updated. The dancer, who was wearing a T-shirt in summer is now donning a cashmere sweater. In terms of the space it takes up on a blog, the UNIQLOCK is very small. All these factors explain why there isn't a day I don't see it on someone's blog.  

Is this the end for browser ads?
With all these success stories on out-of-browser campaigns, some people might think that it is better to execute promotions this way. However, marketers must be mindful of how these tools are designed. In order for them to be functional, these tools have to be easy to use. So if the product's sales pitch stands out too much and is put above functionality, people are not going to like it. It is important to consider whether the functionality and advertising aspects balance themselves out.

The other thing to bear in mind is, just because you are doing something no one else has done before, it is not going to guarantee attention. It is not uncommon to see undesirable results when a technology/application is so new that it is only talked about among technology geeks. It is important to weigh out all the potential pros and cons when selecting the optimal way to reach the target market. Going beyond the browser isn't necessarily the best solution of all times.

However, when planned and executed well, making use of out-of-browser applications may just be the answer to help some companies reach new heights with their marketing efforts. Especially with the emergence of a variety of tools, this might just be the right time to come up with a communication idea that goes beyond the expectations of consumers.   

Akihito Abe is creative director, interactive, of OgilvyOne Japan, K.K. Read full bio.