Nestle NesQuik and Rare Medium (Nasdaq:RRRR) have developed an online strategy that successfully markets the NesQuik brand by providing value-added, brand-specific content to popular, childrens’ Web sites. The strategy involves the development of the portable NesQuik mini-site, which features games, puzzles and other interactive attractions designed to appeal to young audiences. Instead of residing at its own Web site, the mini-site is customized and exported to serve as an integrated addition to an established high-traffic site such as Disney.com.
With the famous NesQuik Bunny featured in the mini-site’s games, puzzles, printable coloring pages and screensavers, NesQuik is able to promote its brand on premier host sites, while the hosts benefit from the addition of new, compelling and interactive content that appeals to their target audience. The strategy has clearly paid off for NesQuik, the host sites and the sites’ visitors. Click rates on the NesQuik mini-site have been five times higher than the national average.
“We are very pleased with the results of this mini-site,” said Robert Albritton, marketing associate for the NesQuik brand. “It provides a perfect medium for us to go to where our consumers are and have them interact with the brand and the Bunny.”
The mini-site concept grew out of NesQuik’s desire for a cost-efficient online strategy that would enhance its brand marketing efforts without requiring the resources involved in developing and managing its own high-performance site. The brand turned to Rare Medium, a leading provider of end-to-end Internet services that works with a number of other Nestle brands, to help define and implement its marketing strategy.
Building on its existing relationship with Nestle and its expertise in developing and implementing Internet solutions, Rare Medium helped identify premier sites that could serve as hosts and ensure technical coordination between the mini-site and the host sites.
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By GlobalData“NesQuik was searching for a less resource-intensive strategy that would still allow them to reach out to their target audience online,” said Jon Yokogawa, vice president of marketing and media for Rare Medium. “Building on the NesQuik vision, we jointly developed a solution that is working well for NesQuik, the host sites and the kids who clearly enjoy the fun activities that the mini-site provides.”
The mini-site remains with a single host site for several months, giving regular visitors to the site an opportunity to fully enjoy the NesQuik offering. The mini-site is then retooled to include new creative elements and moved to another host site, with the games and puzzles customized to fit the new environment.
The NesQuik mini-site will remain on the Disney.com site until November 6th.
About Rare Medium Group, Inc.
Rare Medium invests in next generation Internet companies and provides end-to-end Internet Services. Rare Medium incubates, finances and manages private companies and also makes strategic investments in independently managed companies that it believes possess superior Internet-focused business models. Rare Medium’s Internet Services include development and authoring of business plans and strategies; strategic, creative and technological consulting for Web initiatives; on-line brand development and management; development of content for broadband and wireless applications; and launch of on-line commerce trading exchanges. Rare Medium leverages its Internet Services expertise to increase the overall success of the companies in its investment portfolio.
Rare Medium employs over 1100 people in more than 20 locations worldwide. For more information, visit http://www.raremedium.com.
Except for historical matters contained herein, the matters discussed in this press release are forward-looking and are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Investors are cautioned that these forward-looking statements reflect numerous assumptions and involve risks and uncertainties that may affect Rare Medium Group Inc., and its subsidiaries’ business and prospects and cause actual results to differ materially from these forward-looking statements. Among the factors that could cause actual results to differ are Rare Medium’s limited operating history; competition; low barriers to entry; reliance on strategic relationships; rapid technological changes; inability to complete transactions on favorable terms and those risks discussed in the company’s filings with the SEC.
