MSNBC.com launches brand campaign

For the first time ever, msnbc.com is launching a branding campaign to focus attention on its depth of news coverage and entertainment channels.

by Helen Leggatt

msnbc%20logo.gif The campaign launches at a time when msnbc.com’s market position is sliding downwards. Site traffic fell 3 percent in February, 2007, despite overall growth in the news category. CNN.com, FoxNews.com, Yahoo News and AOL News all posted double-figure percentage gains.

As well as print, broadcast, banner ads and even the first-ever branded in-cinema motion sensor game, msnbc.com has introduced elements to engage and entertain online consumers. An RSS-feed driven screen-saver, called NewsStream, will deliver headlines 24 hours a day. Consumers can tailor the feeds to match their interests. “NewsBreaker” is an RSS-based game that allows consumers to interact with the day’s news.

"This campaign is intentionally different and unexpected for a news organization," said Catherine Captain, vice president of marketing, msnbc.com. "It's driven by our consumers who say the site offers them the most variety and a more engaging experience. From their perspective only msnbc.com can claim this space, and that's what we're doing with the campaign."