On the phone with @jtobin we met up at SXSW too. 2 hrs ago
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Web Advertising: Promo Bait

Categories: Web AdvertisingPosted on September 19th, 2006

Andy has reported that Yahoo will be giving away free coffee for those that set their browser homepage to Yahoo.com. I realize this is part of a larger campaign for Yahoo to take back mindshare (or earn what’s rightfully theirs) as the portal wars continue to heat up.

I question if using bait to encourage folks to switch to their homepage will result in long term effects, or just short term buzz. Some may argue they’d rather have improved features rather than a free cup of coffee.

Either way, the awareness for Yahoo should be great.

Edit: OUCH.  Read what happened, and What Scoble says, he may be right.

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This entry was posted on Tuesday, September 19th, 2006 at 3:59 am and is filed under Web Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Comments
  • Yeah, I'm curious to see if it works. I wouldn't change my home page for a cup of coffee. T-shirt maybe. Hope to see a follow-up from ya in my feeds...
  • Keith

    Good to hear from you. Well I guess it can only be limited to total amount of users on the internet that can change browser homepages.

    Since Dunkin Donuts is not in our area (I know they're big in east coast) they can minimize a large internet sector in the bay area...hmm I wonder if that was part of the strategy.
  • By Dunkin' Donuts' own store finder on their site, there doesn't seem to be a store in a 50-mile radius of Palo Alto.

    But the first thing I thought of when I read this was the debacle over the Starbucks free coffee promotion that went horribly viral. I now it's not exactly the same setup...
  • No way, I didn't quit. You must have been subscribed to the blogspot xml feed. I tried to inform folks, glad we're connected again.
  • I used to love that commercial "Time to Make The Donuts".

    Jeremiah I thought you had quit blogging my feed reader was not updated to the new site!!! Welcome back even though you never left.
  • Oh, I so agree.

    Dunkin Donuts so did score for this one. Do we have an Dunkin Donuts around on the west coast? I rarely see them
  • What a score for Dunkin Donuts! They probably have coupons for free coffee in the Sunday paper on a regular basis already. Now they have yahoo doing a radio and tv blitz for them. Cha Ching! Mind you, they probably have a 'special' coffee pot with for the promo (and/or a smaller cup) but most people will probably succumb to temptation and buy a donut or some other high margin item, and maybe come back once in a while. The symbiotic marketing relationship is actually more interesting to me. Sorry, I still can't stand yahoo and other portals--too AOL for me. I'll drive, thank you.
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