NEC Technologies asked David to promote its new color Internet printer using both online and offline tactics. The goal was to measure different promotion methods, increase brand awareness of the printer, educate visitors, employ viral marketing, and generate leads. David worked with Auraline to create an animated Flash game where players could win a free printer. Advertisements in magazines linked to the game website and email was also used. The game reinforced NEC's branding and tracked user activity. It was linked to a microsite where visitors could learn more about NEC and purchase printers.

1. Objectives
NEC Technologies in San Jose asked David to promote its new color Internet printer by
integrating online approaches with traditional offline tactics. NEC’s goal was to measure
effectiveness of online and offline promotions, increase brand awareness, educate visitors
about the iPrinter, employ viral marketing and generate leads.
Campaign Model and Strategy
David worked with Auraline, a division of NEC, to create an animated Flash game offering a
chance to win a free iPrinter. To drive traffic to the game, advertisements in magazines
such as Wired displayed unique URLs such as www.iprintergames.com. In addition, e-mail
was incorporated in the marketing mix. The game reinforced branding by pairing images
such as company logos, awards and text, hidden under sliding blue tiles. When contestants
sent e-mail to friends inviting them to play, they were given a second chance to become
instant winners — greatly re-enforcing the viral marketing effect. Each visitor’s activity was
tracked and stored in an online database along with detailed information provided by
each player. Reporting was available through any browser, 24/7. The game was linked to
a micro website, allowing visitors to learn more about NEC or purchase printers online.
NEC Technologies Internet Printer
a David Berger success story
734-741-8913
another David Berger project
© 2003 DB, Ann Arbor, Mich.
www.a2.com