Dell launches “American Dreams” to lure holiday shoppers
Dell Inc. is taking a new marketing approach to lure this year’s holiday shoppers with “American Dreams,” a combined content and shopping site on MSN.com. Nine content sections provide stories and histories on topics like sports, movie stars and dream vacations, with complementary Dell product pitches on each page.
The site, at AmericanDreams.msn.com, also runs with rotating banner ads featuring special Dell offers such as free 3-5-day shipping on purchases made at Dell.com. Dell also pitches its products in ways that tie in with each content category. In the Entertainment: Dream Stars section on movie and TV stars, for instance, it runs an extensive article on the most popular stars of the day alongside a pitch for a Dell PC, with a free CD burner, under the heading: “For Every Dream There’s a Dell.”
Each content section also lets visitors vote for their own dream team of movie stars, athletes, etc., and polls them about the favorite products they’d like to put on a holiday wish list.
Dell’s American Dreams site is running exclusively on MSN.com, which provides direct links to MSN Shopping and other MSN destinations.
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