San Francisco: Beginning from its e-mail programme to Yahoo Answers, Yahoo has given its heavily visited home page and other services a whole new look that taps the wisdom of Yahoo users.
Yahoo Inc. now plans a new integrated marketing campaign in US and overseas markets that includes television, radio, cinema and online advertising, the Internet media company said on Monday.
The multimillion-dollar campaign highlights the makeover. The advertising, which will be featured on TV, radio, online and in movie theaters, takes a humorous look at life with - and without - the benefits of Yahoo services.
It's the broadest marketing push the Sunnyvale, California-based company has made in two years, said Allen Olivo, Yahoo's vice president of global brand marketing.
Rather than TV or radio, online ads are the main marketing avenue for Yahoo, the world's biggest web advertising company. "We look at them (TV and radio) as exclamation marks to the online marketing, rather than the main marketing," Olivo said in an interview.
The campaign features ads created by Yahoo users from several film schools. There is also a Dunkin' Donuts iced coffee giveaway for Yahoo visitors on Friday, September 22.
Consumers who visit the Yahoo home page and print out a one-day coupon qualify for the free coffee promotion at the US fast-food franchise.
The US television spots, which were produced with Soho Square and OgilvyOne Worldwide, begin on prime-time TV on Thursday, September 21. They will air on professional baseball games, MTV and late-night comedy shows.
New ads will run in major US markets on radio, in 21,000 cinemas and on online sites in the coming months.
Television and radio ads will only run in the United States, Olivo said. Other elements of the campaign will be localised to run in 14 international markets.
The commercials include a nostalgic nod to the company's signature "Do You Yahoo?" tagline and accompanying Yahoo!!!! yodel, which the 12-year-old company created in 1996.
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