Online couponer CoolSavings.com joined the offline advertising fray with a $15 million TV and radio campaign casting its piggy bank mascot as ceo (although the animatronic pig hasn’t replaced Steven Golden in the corner office.)
The site is a clearinghouse for promotional offers from the likes of Kids R Us, eToys, barnes-andnoble.com, PetSmart.com, MotherNature.com, Northwest Airlines, Alamo Rent-A-Car, and Bigstar.com. Shoppers register by giving demographic information used to tailor offers. Clicking on offers triggers more refinements of the shopper’s profile, further customizing promos.
CoolSavings has registered four million members via online advertising and word of mouth. The national TV campaign, with radio and outdoor support in nine markets, is its first offline marketing. W.B. Doner, Southfield, MI, handles.
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