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Yahoo! re-connects users with new marketing campaign

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By: Tsang Chi Yin
13 October 2009

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Click on Yahoo!’s latest marketing campaign logo. Alternatively, log on to http://www.youreka.com.sg or http://www.youreka.com.my to participate in the journey of discovery.

Singapore – Youreka!, the latest marketing campaign launched in Singapore and Malaysia by Yahoo! yesterday has taken the old idea of a treasure hunt with a new twist to engage its users.

The treasure hunters are taken on a journey around the Internet to find tickets seeded online in the Yahoo! sites via an integrated platform that combines online, offline and mobile channels at higher speeds.

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Outdoor advertisement posters promoting Youreka! like this above can be seen all across Singapore.

Winners of the hunt will also stand a chance to win two grand prizes in a lucky draw – a Honda Jazz car with Yahoo! designed bodywork and a full set of the home entertainment system.

Non-treasure hunters can also win shopping vouchers in the gaming contest at the Youreka! website.

Other various coloured tickets can also be downloaded to redeem giveaways such as sports accessories and movie screening tickets.

Hazel Ng, 25, an avid user of Yahoo! services said: “The campaign is simple yet refreshing. I look forward to participating in Youreka! and will ask my friends to join in as well.”

However, not all are excited about the latest marketing campaign by Yahoo!.

33 year-old Clarence Song, an IT executive who spends more than six hours on the Internet a day, said: “The prizes are not very attractive to start off with and there are too many procedures before I get to enjoy the perks. These were the two main reasons I didn’t sign up for the hunt.”

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This campaign was formulated by Yahoo! Southeast Asia to tap on the strength of the 14 million users in Singapore and Malaysia to expand its business explained Stephanie Chua, brand manager of Yahoo! Southeast Asia.

Ken Mandel, managing director of Yahoo!, said: “Through Youreka!, we can show rather than tell how closely Yahoo! connects to the lives of people and societies – and have a great time doing it.”

The draws will be held on 25 November at Capsquare in Kuala Lumpur and on 28 November at the Singapore Flyer in Singapore.

The Youreka! campaign is seen by industry players as part of  Yahoo!’s effort to re-establish its brand leadership position in the region.

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Click on the video to view the latest television commercial of Youreka! campaign.

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Written by mtrayu

November 8, 2009 at 3:17 pm

Posted in Online News, Technology

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