E.BIZ -- THE WEB SMART 50
Drawing a bead on the finicky new consumer
Twentieth Century Fox
» The Project: To build buzz for movies by offering game Web sites that promote its movies. The wrinkle: To keep playing, users must bring new people to the movie's Web site to see the advertising message.
» The Payoff: X-Men: The Movie pulled $54 million on its opening weekend, and grossed a total of more than $150 million.
» The Project: To blaze new trails in marketing by creating ultra-personalized online stores.
» The Payoff: Customer acquisition costs are just $19 per person--less than half the online average.
» The Project: Use the Web for affinity marketing, to build repeat business, and to slash costs.
» The Payoff: Occupancy is 81%, besting industry-average 64%. E-mail marketing could add up to $20 million a year.
» The Project: Mine data on 27 million clients to create tailored products, and support cardholders over the Net.
» The Payoff: Customers who go online provide nine times as many chances to cross-sell insurance, car loans, and other products.
» The Project: A $500,000 international contest staged on the Web to elicit expert advice on how to best find gold.
» The Payoff: 51 entrants, including geologists, academics, and miners, advised on where to drill--and Goldcorp enjoyed an upsurge in publicity to boot.
e.biz Contents for Sept. 18, 2000 issue
THE WEB SMART 50, BY CATEGORY:
Moving the Goods
Copyright 2000, Bloomberg L.P.|