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Subject: RE: UKNM: Stealth Marketing
From: Mat Morrison
Date: Mon, 3 Aug 1998 10:49:30 +0100

Yeah -- which was why it was mentioned in the original message:

> Cafe Herpe is SmithKline Beecham's useful
> little marketing programme for people with
> embarrassingly personal itches.
> (http://www.cafeherpe.com)

Remember, Carl; read THEN reply.

> -----Original Message-----
> From: Carl Christensen [carlatdomino [dot] com (mailto:carlatdomino [dot] com)]
> Sent: Friday, July 31, 1998 7:19 PM
> To: uk-netmarketing-digestatchinwag [dot] com
> Subject: UKNM: Stealth Marketing
> Subject was "Herpes, pregnant women and other custom
> publishing projects..."
> This got me thinking about Stealth Marketing which is I
> believe manifested
> at its best at a site called, CafeHerpe, a resource for all
> things related
> to genital herpes
> Designed as a "virtual coffee shop" to make it easy for
> visitors to explore
> and learn how to live with genital herpes, the site is
> organized into five
> thematic sections :-.
> "The Buffet" serves up "a mixture of viral facts" where
> visitors can pick
> from one of three items on "Le Menu": virology, a herpes
> virus briefing, and
> an awareness quiz.
> "Reading Lounge" details how visitors can access information
> on how one
> contracts herpes
> "Espresso Bar" provides a wealth of product information
> "The Terrace" focuses on online support groups
> "Your Waiter" provides a helpful section for those who can't
> quite find what
> they're looking for.
> It is stylish, lavishly illustrated, very well put together
> and serves as an
> informational support resource
> But is it all helpful? or is there a hidden commercial agenda?
> Scroll down, and at the bottom of the index page you will see that the
> site's "sponsor" is the well known pharmaceutical giant
> SmithKline Beecham
> Also at the bottom of the page, next to the legal disclaimer
> is a hyperlink
> to a form where upon providing your name and address,
> information about a
> potential treatment for the disease, a prescription drug
> called Famvir,
> will be mailed to you. No prizes for guessing which
> pharmaceutical company
> is behind Famvir
> At first (and second) glance, the site appears as a resource providing
> medical information on herpes in an entertaining cafe-style
> environment, but
> be in no doubt that SKB provide all the content. Their
> marketing agenda may
> not be immediately visible, but by providing volumes of
> useful information

> they have leveraged the Web as a data collection and
> marketing tool and
> successfully achieve the overall purpose of the site - to
> promote Famvir
> Interesting that when we started doing some development work
> for SKB here in
> the UK and discussed the reasoning behind cafeherpe, the UK
> boys considered
> the site "avant garde" and "ahead of its time"
> The site has been live in the US for over 18 months


Carl Christensen
Domino Systems

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