Alternative Advertising Case Study: from DOmedia

Microsoft “Web Watchers”Internet Safety Program

• In-School Objective: This alternative advertising program was designed to position Microsoft as a knowledge resource for Internet Safety and create awareness of Online Literacy.

Business Objective: The client’s objective was to enhance brand affinity and loyalty, and promote trial by students and families.

CMM Solution: To educate teachers, students, and parents about the importance of online safety via classroom and take home materials and supplemental online materials offering asweepstakes program awarding technology funds to participating/winning schools.

Estimated Reach:

Classrooms:• 3,000,0003,000,000 Students grades 3-8 in 6,200 selected Elementary and Jr. High Schools

Schools:• Estimated 12,000,0012,000,000 students grades 3-8 in24,000 selected Elementary and Jr. High Schools

Districts:• Estimated 23,000,00023,000,000 students grades 3-8 in13,500 district offices

Program Elements:– Elementary Student Activity Book– Jr. High Student Activity Book– Teacher Guide– Classroom Poster– Teacher Letter

Post Program Research Includes:– Tabulated Reply Cards

If you are interested in learning more about unique advertising opportunities, including alternative advertising

techniques, and also to browse our database of alternative advertising assets, please visit

www.domedia.com .