Omy forges forward with its intergrated marketing efforts

Singapore - Omy has embarked on an integrated campaign with the use of YouTube, banner ads, EDMs, guerilla events and viral mobile efforts, in the lead up to its public launch on 6 Oct.

The bilingual news portal saw over 7,000 registrations for an online teaser game based on the idea of citizen journalism which started two weeks prior to its trade launch on 25 September. 

Conceptualised by The Upper Storey, the aim of the game was to "bridge online and offline media, professional and citizen journalism, and English and Chinese. This drive-to-web campaign was to stoke curiosity in the omy name, give it a personality, engage people from the onset and ultimately convince them the site's worth visiting," a spokesperson from the agency said.

Together with a series of online banners and electronic direct mailers, videos of the Omy team have been uploaded to YouTube as a vehicle to promote its new video contest and get submissions of contestants lip syncing - with the winner selected by users.

The public can enter a Omy street march contest on 29 September by taking pictures of models strutting down city streets and sending their entries to a hotline.