DMNews: Telecoms and studios push Movies on Demand, Lay's kicks off digital campaign

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March 18, 2010 Check out DMNews on your smartphone Today's News Telecoms, movie studios partner on $30M Movies on Demand push Nathan Golia A coalition of major Hollywood studios and cable companies have launched a $30 million campaign promoting the Movies on Demand service. The "Video store just moved in" effort, which launched March 17, features a sweepstakes, interactive media, a dedicated Web site at CableVideoStore.com, TV spots and print ads.   Lay's launches 'Happiness Exhibit' engagement campaign Dianna Dilworth PepsiCo's Frito-Lay division is running a digital customer-engagement campaign to promote its potato chips. The "Happiness Exhibit" effort, which began March 15, encourages consumers to share photos of happy moments. The images will become part of a growing online photo montage.   Starwood targeting competitors' customers with hush-hush loyalty program Mary Elizabeth Hurn Starwood Hotels is conducting an under-the-radar pilot loyalty initiative targeting members of competing loyalty programs. The company is keeping the effort separate from its existing loyalty program, Starwood Preferred Guest (SPG).   Asphalt producer EZ Street debuts government-focused direct mailer Mary Elizabeth Hurn EZ Street Company, a producer of temperature-resistant asphalt, launched a direct mail campaign on March 17 targeting media and government officials. The company is using the effort, called "the spoken wheel," to drive attention to the state of US roads and urge state and federal authorities to increase funding for America's highway infrastructure.   Ad budgets in flux, but digital, FSIs up in 2009: Kantar Media Nathan Golia Total advertising expenditures for 2009 were $125.3 billion, a 12.3% drop from the previous year, according to measurement firm Kantar Media (formerly TNS Media). Internet advertising and free-standing inserts were the only sectors that reported growth, 7.3% and 3%, respectively, according to the company.   Postal Regulatory Commission moves forward on pension system review Frank Washkuch The Postal Regulatory Commission said it will hire an actuarial consultant to review the pension-payment system used by the financially strapped US Postal Service. The USPS' Office of Inspector General released a report in January stating that the agency's current pension-funding system resulted in an overpayment of $75 billion from 1972 to 2009.   From the print edition Creative campaigns from Sir Speedy/PIP, Rosetta, VistaPrint Sir Speedy and PIP use Vertis' technology for dimensional mailings; Rosetta uses augmented reality to make it snow; VistaPrint uses social media to promote sweepstakes   Travel marketing hospitable to data segmentation Mary Elizabeth Hurn IHG's Sagan talks about how the hotel chain balances relevance with privacy in its segmentation strategy   Web Exclusive 30 direct marketers under 30 DMNews gathered the best and the brightest young superstars in the direct, database and interactive marketing industry for its second annual 30 Under 30 feature. These successful up-and-comers were judged on their ability to initiate change, drive growth and achieve measurable results for their companies and clients. While these honored executive are not ranked per se, the top 10 we feel are particularly innovative standouts who deserve special mention.   Today's lists and databases Sub Prime Auto Owners New list — Sub Prime Auto Owners — Spot Behavior — This file contains people who own or lease a vehicle and have requested a payday loan, debt consolidation, low-cost insurance quotes or auto warranty. Average income is $36,000.   Virility EX New list — Virility EX — Impulse Media — This file contains buyers of Virility EX, a male enhancement program. They are mostly 40 years of age or older and have spent $49.95 to $149.95 by credit card.   Response Passion Base New list — Response Passion Base — Dunn Data Company — This file tracks consumers' affinities and ranks their intensity of interest. It uses catalog purchases, magazine subscriptions, retail, telemarketing transactions, online shopping and self-reported survey information to do so.   In This Issue Today's News From the Print Edition Today's Lists and Databases Classifieds Caples Awards Dinner March 25, 2010 Join an international audience of DM creatives Click to reserve your seat Agency Business Report Click below to view all agency profiles
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