Shoestring Marketing: Screensavers bring message to small screen

Alf Nucifora is an Atlanta-based marketing consultant.

As a student of marketing, I never fail to be amazed by the awesome power of the Internet and Web world to capture the hearts and minds of the online user.

Say what you will about traditional offline messaging TV, billboards, direct mail, etc. that intrusive, rectangular real estate in front of one's eyes continues to grab an ever-increasing share of our daily attention.

Ironically, as online users continue to rebel against spam overload and annoying pop-up advertisements, they will knowingly gravitate to other online messaging as long as it fills an entertainment need, even if it carries an overt commercial message.

Screensaver power

Believe it or not, the lowly screensaver has begun to take its place as a brand enforcer and traffic driver. Major marketing sectors now aggressively promoting their wares with screensavers include movie releases, TV shows, liquor labels, clothing brands, sports teams and even manufacturers like Boeing.

This humble, inexpensive-to-create medium provides a 24/7 billboard in the home and office that is seen by everyone who crosses its path, not just the computer user.

And, because it got on the screen by desire and choice, there's little risk of it disappearing.

Brian Hutchins, president of Screentime Media, a software development firm used by many of the world's largest interactive marketing agencies, sees the benefits of screensavers residing in their ability to inform, entertain and deliver a constant brand message.

"The profile of a great screensaver is that it must be dynamic and robust, easy to download, easy to install, and able to invoke the spirit of the brand," Hutchins said. "It has to be a decorating' environment that fits the personality of the user."

NY Jets power

For the New York Jets, screensaver marketing has delivered a touchdown.

The team has linked with Pepsi and Mountain Dew to feature the availability of its screensaver through CD Rom or download off the Web site (10,000 downloaded to date).

The screensaver takes updated content on-the-fly (as long as the user is logged on to the Internet), provides an easy mail-to-a-friend viral capability, and runs both action video clips and text messages featuring breaking news, player information and stats.

"We use the screensaver to drive traffic to our Web site, deliver late-breaking news and generate new subscribers for our e-newsletter," said Ken Ilchuk, director of Internet and publications for the team.

Red hot power

The folks at the McIlhenny Company, makers of Tabasco Sauce, consider screensavers an ideal accompaniment to any marketing meal.

Tabasco offers three screensaver options for downloading off its Web site. McIlhenny uses its screensavers to drive traffic to both its Web site and store (located on the Web site), and capitalizes on the high pass-along rate to reinforce brand image.

Since 1998, more than 500,000 Internet users have downloaded Tabasco screensavers, with an equal number estimated to have passed screensavers on to friends virally.

Brad Brewster, creative director of Bent Media, McIlhenny's New Orleans-based interactive agency, stresses the highly entertaining value of Tabasco's screensavers with fun, music, zany characters and a quiet Tabasco presence.

"Tabasco is a unique, somewhat beloved brand that has a highly emotional and connective personality," Brewster said. "That's why it lends itself so well to screensaver marketing."

For Martin Manion, McIlhenny's vice president of corporate marketing, Tabasco is a brand with attitude hip, cool and lifestyle-driven.

Brand loyalists eat it, wear it and decorate their computer screens with it.

For the Tabasco aficionados who see themselves as daring, irreverent early adopters, a Tabasco screensaver represents the ultimate statement in individualistic self-expression.

"The screensaver allows Tabasco to live in the consumer's home and office every day," Manion said. "It doesn't get any better than that."

And it doesn't get any better for any brand marketer, who seeks a low-cost, sustaining marketing tool that works around-the-clock to reinforce brand image and spread the message.