Best Practice #1: Multimedia
Multimedia provides different means of communication and multiple touch points for your audience. Clearly, it is not a single execution, but rather a strategy that reinforces and enhances the brand experience by using a wealth of media opportunities to make the brand message pervasive and easy to recall.
Take Bazooka gum for example, it uses two media effectively: the paper wrapper communicates the brand while the gum inside delivers on the brand experience.
But an even better example of the effective use of multiple mediums would be the global product launch campaign of the adidas_1 running shoe, "The world's first intelligent shoe." It used seven separate communication vehicles simultaneously -- outdoor, website, downloadable video player, traditional interactive ad units, rich-media video ad units, IM environments and email -- to create a record-setting sale of all the inventory in stock.
MSN homepage
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MSN themepack
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Outdoor
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Screendragon
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Site
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Webmail
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In order to view each piece, simply click on them. The only exception is the downloadable, personalized desktop video player; for that you'll have to visit their website.
