Promo - June 2008 - (Page 36)

100 Promo L. to R. Emily Twomey, Adi Sideman, Annette Sroka, Dan Wald top executives: Adi Sideman, president/CEO; Gil Sideman, chief technology oﬃcer; Dan Wald, executive vice president; Gally Perry, vice president, ﬁnancial and legal aﬀairs 2007 u.s. net revenue: $7.1 million (estimated) key clients: Ford, ABC News, Build-A-Bear, Twentieth Century Fox, Universal Studios— Orlando, CareerBuilder.com, CBS, Nestle Purina, Sprint, 7-Up headquarters: New York PROMO 100 SPOTLIGHT/NEWCOMER 70/ODDCAST Oddcast specializes in creating offbeat interactive promotions that are as innovative as they are quirky. Two years ago, it created a Monke-mail for CareerBuilder, which permitted users to create their own animated monkeys with messages and pass them on to friends. More than 130 million messages later, the Monke-mails are still swinging to PCs and Macs and back again. The agency recently won a Webby Award for another CareerBuilder e-mail device, Age-o-Matic, which enables users to produce aged projec- tions of their faces and send messages with them. Oddcast has also executed interactive promotional plays for Tide, 7-Up, Cheerios, Irish Spring and Sprint. Youth-focused brands and entertainment brands are in the forefront for those advertisers looking for clickthroughs for their promotional plugs. “What we’re seeing is that advertisers and brands are looking less for the traditional online banner ad and display ads,” Oddcast president and CEO Adi Sideman says. “We’re very fortunate that we’re in the right space at the right time.” The agency is also inventive, recently releasing its own proprietary 3D VideoStar software that empowers a user to upload photos to star in their own videos. Its initial application will be for a “Bridezilla” promotion that WEtv recently launched. Sideman says there’s a lot of cachet in that kind of interaction. “A user who receives a message-generated ad from a friend is probably more valuable than something on a Web site. Because it came from a friend, there is that recognition and coolness, not to mention that it lasts six to eight minutes longer than a glance on a display ad. It really takes it to the next level.” —Richard Tedesco CURT GOODWIN 36 June 2008 / WWW.PROMOMAGAZINE.COM / Promo http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - June 2008

Promo - June 2008 Contents Editor's Note 51st State? Brand Weaver Hip Candy Viva Beisbol Hola or Adios? Commentary Agency of the Year: Digitas The 2008 Promo 100 Draftfcb Next Marketing Oddcast All Terrain Gigunda The Agency Center Resource Center Take a Stand Index of Advertisers

Promo - June 2008

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