BBCnews.com Launches Big Online Ad Campaign; Uses RSS Feeds

The BBC is launching its biggest ever online marketing campaign for its international news site, bbcnews.com…The six month campaign, called News for a non-stop world, will promote the news site to customers across Western Europe and the US.

And some interestign twist to the campaign: The creative will take live RSS feeds from BBC news sites and link in with IM services. Users of MSN Messenger in Europe and ICQ in the US will be able to sign up to a world news feed, with the service promoted across the MSN network and ICQ.

AdWeek: BBC is not alone in using RSS in its advertising. CNN put RSS in ad units to promote its free Web video service launch in June. Omnicom’s Agency.com piped in headlines of the most-watched videos on CNN.com. Reuters has worked with NASDAQ and Coca-Cola for campaigns that package RSS feeds of its news stories into ad units tailored for those brands’ audiences.

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